One billion votes

DESCRIPTION

Tata Tea, which holds a 20% share of the tea market, wanted to move away from its ‘housewife’ image and build a connection with consumers of tomorrow. Drawing upon the tea's ‘wakes you up’ tagline, Tata Tea aimed to ‘awaken’ the youth movement in India, encouraging them to exercise their right to vote in the elections as only 50 of a potential 90 million voted in the last elections.
To kick start the ‘1 Billion Votes’ initiative, Tata Tea targeted online environments, believing them the best place to engage with the youth of India. It created an online voting destination (www.jaagore.com) to make getting a voting card hassle free. Previously this had been a difficult process. It also provoked fun, irreverent debate in chat rooms on issues in Indian politics.
A satirical micro site (www.whysosleepy.co.in) was created where youths could pose questions to a pretend politician – the politician responded with indifference, as in real life, to irk the youth and awaken them into action. If a computer was left idle for over 5 minutes, a screensaver of two men knocking on the screen appeared to awaken the user.
Close to 1 million people visited the voting registration site www.jaagore.com and approximately 40% of them registered to vote. The campaign generated a total of 80 million impressions.

IMAGES