OCTOBER SKY: FEELS LIKE GOD !!

Its the 4^th of October 17:00 hrs. I’m lazing in my room and thinking what to do. Life was just the same and my brains were begging for some introspection. Watching my favourite DVDs while my management books lay besides me – Kotler half dead, Sales Management half torn, The Eco Times shouting about MAM-TATA tiffs... huh wheres life man!

As I scratch my beard for the hundredth time today I shrug my head in disgust. I see the garden outside my house. A sudden sway of the wind, and the leaves of the oldest tree in the neighbourhood; falling off. For a moment people around look in disgust while I look around in pride – finally my brain can think! I gather my cam and go to the terrace – leaving my mum yelling at me to watch out! As I step up what I see for the next 40 minutes is unbelievable.

I see the dark winds approaching from that side of the horizon. This is the same sky I keep watching when the bright sun is out there gushing its rays on mother earth. I observe the sight of the dark clouds acquiring the lighter sky zones. I start grinning when I see the crazy crows running around wondering about what to do. The sky was so beautiful man...the darkness above me from front to back. Like a small kind I (my brains) jump outta joy! Still wondering why I keep saying my brains? Haha

I stand there on top of my water tank and it reminds me the scene from LORD OF THE RINGS – II where the protagonist looks up the sky and predicts a bloody war somewhere close by. I stand there looking at people below me running around. Clueless and cursing themselves for the rational of not picking up the umbrella which lays somewhere in the racks! Me still thinking where the rain is. Is it gonna come? After a long hiatus of over a month and half? As I look around in anticipation, I see the sky and open arms. The drops fall on me and I feel like ...GOD!!!

As I play God and look around the vicinity which is err...rather confused at this point of time, no doubt the rain has fastened up the life in the otherwise lethargic neighbourhood! But what is this? The housewives run to gather the clothes which they left to dry up. Poor uncles, I mean gentlemen run back home in an attempt to save themselves from soaking. Ahh comeon man!!! Whats wrong with you guys. I (God) have just attempted to give you the happiness and you don’t care about it. Silly mortals!! When was the last time you guys had fun man! Emulating God, I scan towards the south and I see the kids play football like the Roonies and the Ronaldos! Ahh thats divinity, I smile again and shake my head.

I close my eyes and rest back on the ladder beside me, enjoying the scenic beauty. Greenery, the water and above it the dark clouds. Wow! Then suddenly I saw something which I’m sure as kids we kept hearing all the times. Remember the days when you just lost the race by just a micro second. Or for the procrastinating few, the one contract you lost. Ahh or the engineers like me who got the glorious ATKTs. Remember what the souls around us said. “Every dark cloud has a silver lining” Yup thats what I saw – A SILVER LINING!

Amused by the sight I raise, taking my pose as God! With one leg on the ladder and the other on the raised wall of the water tank, one hand on my waist and the other sharpening my eye sight to check out the silver lining more accurately. Wow! Gushed my lips and the clouds passed over me! As I watched them go by, I said to myself – is this the darkness of our lives which persists and is this how it just goes off in a flash? Superr as my friend from Hyderabad exclaims always! Thats the reality, in a snip of the eyes its all gone! I (God) turns around and looks behind me. The beautiful light orange colour dawns across the horizon. My eyes juggle as I stand in the same pose as described earlier! Behind me go the dark clouds, fading away and ahead of me dawns the light amber coloured sky which brings a cold wave! Happy realization the God in me says! I lay there for a while proud of this simple fact about life that the mortals fail to comprehend. Slowly I hop off the ladder and as I shut the door besides me – I look up to the October Sky and bid it adieu !!

TATA TEA...JAAGO RE CAMPAIGN !!

Well a few months back, TATA TEA flodded the commercial of JAAGO RE, a catchy bold statement which said "HAR SUBAH UTHO MATT.JAAGO RE!!"
Wow!!So we get this stir in our souls when u see the guy outsmarting the politician who has a cuppa tea with him when he comes to ask for vote!
For a moment you might just feel the itch to do something similar...to a prof who is lousy in campus, to that oversmart nerd who has to know everything on earth...or even the gal-nex door who thinks no end to herself.
Bang then, thats what the ad has to do!Apply the STP funda here, "we" are the segment TATA Tea is targeting- the ones who have the guts to stand up and VOICE our opinions. So you get into the positioning of TATA TEA and u say "Har Subah Sirf Utho Mat, Jaago Re!" So its talks about the awakening of the minds each morning to do something bold.Smart...now for all of us young marketeers, heres how you leverage on ur gaining popularity and build ur brand awareness.

Tata Tea, India’s largest volume tea company announced a new chapter in its evolution by unfolding an innovative positioning and presentation of its largest tea brand – Tata Tea.

Jaago Re, the new campaign, will kick start across the country on October 1, 2007. The new campaign leverages the unique position that tea enjoys in our culture and attempts to migrate tea from being a physical and emotional revitaliser to becoming a catalyst for ‘social awakening’.

Its the doers age today and not the speakers or sulkers! Hence what TATA TEA sends is a msg that we need to VOTE...to voice our opinions...check out the TVC here which is on air and provokes the youth-junta to vote.TATA TEA TVC

This campaign will clearly establish thought leadership for the brand to go along with its market leadership.
The four Tata Tea brands – Tata Tea Premium (largest selling tea brand in India), Tata Tea Gold, Tata Tea Agni and Tata Tea Life – currently are advertised and positioned uniquely. These four brands have now been bought together under one umbrella brand- Tata Tea. This consolidation and unification of the four brands is aimed at communicating to the consumer a single, unified message in terms of emotional connect.

Speaking about the re-staging of the brand, Mr. Percy Siganporia, Managing Director, Tata Tea Limited, said, “ We are charting a course to be India’s foremost tea based beverage company and a key mission towards achieving such leadership is to establish Tata Tea market and thought leadership for branded tea in India. We are building market volume leadership and are tasking achievement of market value leadership. As a category leader Tata Tea believes its youth oriented market and operational focus will emotively connect with issues that drive the heart, mind and soul of India’s emerging social consciousness. Tata Tea will lead category thought and widen the scope of the current universal appeal of tea based beverages.”

Explaining the rationale behind the new campaign, Ms. Sangeeta Talwar, Executive Director - Marketing, Tata Tea Limited, said, “In India tea is much more than just a beverage, it is indeed a way of life. It is so deeply embedded in our psyche, in our roots, and our culture that we cannot imagine life without a cup of steaming hot tea. The new campaign will migrate Tata Tea from being a physically and emotionally revitalizing tea experience to one that will challenge the consumer’s intellect to “awaken” to what is around them. It will motivate people to internalize the tea experience and externalize their social awakening. It is probably the first time that any brand is taking on the mantle of social responsibility in such a manner. The campaign will also provide a poignant platform for connection with the youth.”

The campaign in keeping with the meganess of the strategy also plans to deploy a mega approach to connect with the consumer at all possible touch points. Television will be the lynchpin of the campaign. There will be one main commercial and six short duration commercials. Each of the commercials will touch upon one relevant social issue. As part of the campaign Tata Tea brand has also tied up with the Jaago India foundation. The foundation and Tata Tea have launched a website that each month will cover a socially relevant issue. The site will provide all the required information on the issue, will allow consumers to interact and provide solutions. To generate interest and create empathy the site will feature four short film on the topic of the month. Other than television and the website the campaign will also use radio, press, shop level visibility and the new outdoor medium of malls and multiplexes to drive home the message of Jaago Re. Many of the communication tools being planned at the malls and multiplexes will be used for the first time in the country.

For Details,
JAAGO RE ONLINE CAMPAIGN
ORKUT
TATA TEA Ltd.