Jaago Re: Tata Global to activate ‘black dot’ campaign ahead of polls

Tata Global Beverages intends to reach out to 100 million women through its social awakening platform Jaago Re . The company has launched the second phase of its women-centric campaign called ‘Power of 49’ campaign.

Power of 49, a Jaago Re initiative for women, was launched in August 2013 with the objective of awakening women who form 49 per cent of the India’s voter base, inspiring them to cast an informed and independent vote and exercise the power they have to make or break a Government in the forthcoming election.

The campaign was conceptualised from the insight that women constitute 49 per cent of the voter base in India but often do not get their due as they are not seen as a determining factor in elections.

As a build-up to the general elections in 2014, the initiative will use several platforms to communicate the thought behind the campaign. A new TV advertisement, directed by renowned ad and filmmaker Gouri Shinde, has launched the concept of ‘

Kaala Teeka ’ (black dot), to make women realise their potential as voters.  It is observed that while women vote, their family members often influence them in selecting the candidate and party to vote for.

Speaking at the occasion, Sanjiv Sarin, Regional President of South Asia, Tata Global Beverages said, “We are delighted to see the Power of 49 grow from a simple thought to a larger initiative, with support coming in from the Tata group.

Speaking on the occasion, Dr. Mukund Rajan, Member – Group Executive Council and Brand Custodian, Tata Sons said, “The Tata group is an equal opportunities employer and believes in promoting gender diversity and inclusiveness, not only in the workplace but also in the communities in which it operates. The coming general elections represent a great opportunity for the Indian woman to have her voice heard in the political discourse of our country. We believe that women’s empowerment is an important subject for our nation’s progress, and the Power of 49 is a small step in that direction, seeking to give women their rightful place in the future of our country.”

To deepen its engagement with the online community, the Jaago Re Website (www.jaagore.com) will feature ‘Push the Pin’, an initiative that will allow users to voice relevant issues from their respective constituencies. This interactive and GPS-enabled application is also available through mobile and IVRS platforms (08000780007).