ASPR Project

A comparative study between two

Advertisements of
Tata Tea

By:
Mohd Shadab Siddiqui

Nagendra Pratap Singh

Prashant KumarRai

Sujit Bhatacharya
 Acknowledgement

We hereby present the project work of ASPR with the title of

“Comparative Study of Two Advertisements of Tata Tea”. In this section we
would like to thank all those people who had helped us in preparing this project. In
the process, first of all we would like to thank Mr. Ajeet Sharma our ASPR faculty
who had helped us in providing basic concepts which had helped us in a great deal
in the assignment. Then we would like to thank those people who were a part of
the survey, which we under took. And last but not the least we would like to thank
all the member of our team member for there immense support and without the
help of all these members we would not be able to complete this task.

Thank You
Contents
• Introduction

• Company profile

• Describing the two ads

• Secondary data

• Research objectives

• Research methodology

• Questionnaire

• Data analysis

• Conclusions

• Recommendations
 Introduction

This project is about the comparative study of the advertisement

broadcasted by Tata Tea, which was on air in early 90s featuring Javed Jafery and
Annu Agarwal and the new ad campaign with the tagline “Jago Re” with common
next to door actors. We tried to find out the various concepts been applied in the
both the ads and the level of acceptance of both the ads among the public. For this
very reason, we have carried out a survey with the sample size of 40 people. The
choice was of convenience sampling and the questionnaire was a mix of all the
scale of altogether.

This project primarily deals with Tata Tea’s Social-Cause Marketing

(SCM) initiative, Jaago Re! (Wake Up) campaign and can be used for debating
and discussing on. Tata Tea’s initial advertising campaigns primarily
communicated the physical and functional aspects of the brand like packaging,
freshness, taste, energy, etc. However, after attaining market leadership (in terms
of volume share), Tata Tea elevated its communication efforts to the self-
actualisation level and positioned itself as a catalyst for social-awakening, through
Jaago Re! Campaign. As part of this campaign, Tata Tea aired commercials on
social problems – corruption, bad roads, irresponsible politicians, etc. The case
study deals with issues like: What has been the impact of this campaign on the
brand's image, customer loyalty, sales, etc.? Can this campaign help Tata Tea
brand maintain its market leadership in the long run? Is there a need for prominent
social problems to be endorsed by powerful brands to bring desired change?
The Company’s Profile

Set up in 1964 as a joint venture with UK-based James Finlay and

Company to develop value-added tea, the Tata Tea Group of Companies, which
includes Tata Tea and the UK-based Tetley Group, today represent the world's
second largest global branded tea operation with product and brand presence in 40
countries. Among India's first multinational companies, the operations of Tata Tea
and its subsidiaries focus on branded product offerings in tea but with a significant
presence in plantation activity in India and Sri Lanka. The consolidated worldwide
branded tea business of the Tata Tea Group contributes to around 86 per cent of its
consolidated turnover with the remaining 14 per cent coming from Bulk Tea,
Coffee, and Investment Income. The Company is headquartered in Kolkata and
owns 27 tea estates in the states of Assam and West Bengal in eastern India, and
Kerala in the south.
Describing the Two Ads

1. Tata Tea’s initial advertising featuring Javed Jaffrey and Annu Agarwal
with a concept and background of “Chumma Chumma de de” song in HUM
movie and the campaigns primarily communicated the physical and functional
aspects of the brand like packaging, freshness, taste, energy, etc. Thus here the
brand chooses the central route of advertising and explain strictly the features of
the product with using a humorous concept of mimicking the actual star and the
situation of the movie. The advertisement also consist of a brief description of the
tea garden owned by the Tata’s and the hygienic process in which the tea is packed
in the factories.
2. The second type was a campaign instead of a single ad with a same theme of
elevating the social values in front of the public. The ads follow a peripheral route
of not describing the features of the product at all. Tata Tea elevated its
communication efforts to the self-actualisation level and positioned itself as a
catalyst for social awakening, through Jaago Re! Campaign. As part of this
campaign, Tata Tea aired commercials on social problems – corruption, bad roads,
irresponsible politicians, etc. A kind of a fusion was achieved by the Ad agencies
and the company promoting product for advertising the product and giving a
message too.
The Secondary Data (An article)

Regarding the secondary data we have logged on to the mouthshut.com

and this is the article we come across:-

An approach which has been adopted since the time advertising world
realized that they could drive messages home, with the instrument they had in the
hand. The right platform capturing the audience with the social issues and
messages, Government of India was the preliminary step of initiating it. Family
Planning, Child Marriage, Female Infanticide, Literacy and many other social
messages were driven across by TV adverts or should say campaigns. Though one
thing was definite that being a Government product the campaigns looked really
drab with no proper concept. The photography was poor and they were rather
mocked at than being taken seriously.

As big players entered the promotion field and advertising became a

serious business, Companies realized their ethical value and their responsibility
towards the society. And here on came a revolution where subtle yet strong
messages were replaced by the sheer promotion of product only. A kind of a fusion
was achieved by the Ad agencies and the company promoting product for
advertising the product and giving a message too. Be it the Times of India
campaign of Lead India and Teach India, or the idea cellular one promoting
literacy, everybody is trying their best. Even a cigarette brand like Red and White
came up with bravery awards and promoted bravery towards social cause in their
ads.

One name which has been a synonym for patriotism and Social cause is
Tata. The contribution of the company towards the society and India as such is
well known fact. So I was not at all surprised when they came up with the
campaign and the tagline “Jaago Re”! in their new Tata tea commercial. Adding to
the fact that it was created by Lowe India just made me realize that this is another
advert agency which is pretty sensitive on social issues. From its Idea commercial
sit takes a step further!

The commercial with its very catchy line “Jaago re, Jaago re,
Jaaaaaaaaaaaaggggoooo reeeeeee”, caught my tongue and the concept my mind.
The latest one with the most unique idea of making people realize that its high time
they “woke up” and “started using their power of vote”.

It starts with a Guy standing in front of the cinema hall with a thermos of
tea, offering tea to all and sundry and repeatedly saying “Aap so kyun rahe hain?
Chai peejiye”. While everybody stares at him as if he is a madman, he continues
the rambling with the tea. A woman loses it on him and yells “I am not sleeping,
chutti ka din hai picture dekhane aaye hain”. So he affirms: “Election”, he
accentuates on the word “Aggar aap vote nahin dengi , toh aap so rahee hain”.
Then he turns the cup and says “Voting ke lye register karein, www.jaagore.com”

The advertisement ends with the message “Aggar aap sote rahein toh yeh
desh kaise jaagega”.
It hits on right into the mind of the viewer along with a must visit to the
website. Kudos to the creativity of the agency

Source: - Mouthshut.com

The campaign in 2008, focusing on urging youth to vote, boosted their

sales significantly and helped Tata Tea to get an annual turnover of Rs 4,800 crore.
Tata Tea now has a 21 per cent market share in terms of volumes. It is said that its
promoted website, jaagore.com, had more than 28 lakh visitors and more than a
fourth of them did finally vote.
Research objective

This Research is done to know the consumer behavior about two

different types of ads of TATA Tea, which were in air at two different times. We
want to know effectiveness of two types relating to two fields viz Informational
and Social Marketing. Informational ad, which adapted the central route, and
Social Marketing, which adapt referral, route. We have shown both ad of TATA
Tea to respondents followed by several questions to know the impact of ads and to
know change in attitude (Behavior) after viewing both ads.

Research Methodology

Regarding the research methodology, we have relied on the primary

data, which means we conducted the survey having the sample size of 40. The
criteria we have chosen are of convenience sampling. The questionnaire is a mix of
all the scales used for surveys i.e we have the scale of dichotomous scaling applied
to some of the question followed by rating scale and some of the open-end
questions(completely unstructured). The survey conducted was by means of
telephonic conversation and on line basis wherein we send the questionnaire to the
viewers along with the video clips of both the ads then the respondent can sent the
filed in questionnaire through the mail.
Questionnaire

Q.1 Are you able to compare both the ads of Tata tea ?

a.Yes b. No

Q2 What information do you get from the first ad ?

………………………………………………………………………………………
………………………………………………………………………………………
……………………………………………………………………………………….

Q3 What information do you get from the second ad ?

………………………………………………………………………………………
………………………………………………………………………………………
……………………………………………………………………………………….

Q4 Which ad you find superior ?

a. Old Ad b. New ad

Q5 The superiority judged by you is on what basis ?

a. Just an Ad b. Informative c. Impact

Q6 How would you rank the first ad

a. Excellent b. Very Good c. Good d .Fair e. Bad

f. Very bad

Q7 How would you rank the second ad?

a. Excellent b. Very Good c. Good d .Fair e. Bad

f. Very bad
Presentation of Data In Tabular Form
Q.1 Are you able to compare both the ads of Tata tea ?

Yes No
30 10

Q.2 What information do you get from the first ad ?

Informative Normal No Effect

14 7 19

Q.3 What information do you get from the second ad ?

Social Marketing Promoting The Product No Effect

22 7 11

Q.4 Which ad you find superior ?

Old Ad New ad
26 14

Q.5 The superiority judged by you is on what basis ?

Ad Information Impact
28 4 8

Q.6 How would you rank the first ad ?

A. Excellent B. Very Good C. Good D. Fair E. Bad F. Very bad

6 12 15 5 3

Q.7 How would you rank the second ad

 A. Excellent B. Very Good C. Good D. Fair E. Bad F. Very bad
1 14 9 7 6 3

Data Analysis

Q1: Are you able to compare both the ads of Tata tea ?

Ans:

25%

YES
No

75%

Q2: What information do you get from the first ad ?

Ans:
 Informative Normal Ad No Effect

Q3: What information do you get from the second ad ?

Ans:

24%

Social Marketing
Promoting the
product

76%

Q4: Which ad you find superior ?

Ans:
 A
B

Q5: The superiority judged by you is on what basis ?

Ans:

Just an Ad Informative Impact

Q6: How would you rank the first ad?

Ans:
 Excellent Very Good Good Fair Bad Very Bad

Q7: How would you rank the second ad?

Ans:

Excellent Very Good Good Fair Bad Very Bad

 Conclusion:
As we have already discussed about both the advertisements, the first one
came in the market in early ninety’s and second one came in 2007-2008.

In the first ad. Advertiser had tried to tell that how it is prepared, about the
purity, where it is packed, etc. It came in the market when company try to establish
its brand in the market so it was necessary to give a informatics advertisement so
that common people come to know about TATA tea . with the ad. Company had
try to increase its market share.

In second one advertisement, the advertiser tried to grab the attention of

common men by raising the topic of participation of common people for voting in
our society. The company knows that people have the awareness that TATA is also
in the Tea industry but recognition of the brand is very poor, so they want to link
the ad of Tea with the social problems that whenever these problems comes people
will also recollect the ad of tea thus having a top of mind recognition of the brand.
By this ad they focus on two things- advertisement and Social responsibility. They
are trying to do some thing different in the market so that it can be easily
recognized and easy to remember. The advertisement ends with the message
“Aggar aap sote rahein toh yeh desh kaise jaagega”. It hits right into the mind of
the viewer along with a must visit to the website.

So over all we come to conclude that, Tata Tea’s initial advertising

campaigns primarily communicated the physical and functional aspects of the
brand like packaging, freshness, taste, energy, etc. thus following the central route.
However, after attaining market leadership (in terms of volume share), Tata Tea
elevated its communication efforts to the self-actualization level and positioned
itself as a catalyst for social-awakening, through Jaago Re! Campaign. As part of
this campaign, Tata Tea aired commercials on social problems – corruption, bad
roads, irresponsible politicians, etc.

The Recommendations

Although the ad campaign was a successful one but at the same time
there are some of the recommendations being suggested by us to carry out the
campaign more successfully.

1. The ads should be so designed not to hurt the feelings of any particular segment
of the society or else there can be legal issues for it.

2. Some of the people have suggested that the product is been forced in
deliberately to gain the popularity although this is surely the aim of marketer but
we can approach to the product in the ad a little more indirectly.
3. As per the reports, the revenue of Tata tea comes mainly from the rural. Thus to
have more impact of the ad we need to raise the issues contemporary to the rural
social issues.

4. The people have developed the taste of Tata tea over the period and for those
who are already the consumer of the product the ad hardly makes any difference
thus we can start thinking of another campaign from this very time.

5. Some of the people have also complained that the product in itself is not very
good and it is hard to sell something with good advertisement when the product
itself is not good.