Tata Tea Promo, Case study STOP BRIBING DRINK TEA by Madison Communication

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Market India
Agency Madison Communication
Released September 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: TATA TEA
Product/Service: TEA
Date of First Appearance: Sep 20 2009 12:00AM
Entrant Company: MADISON MEDIA, Mumbai, INDIA
Entry URL: http://www.jaagore.com
DGM: Deb Mitra (Madison Media)
Account Manager: Shahnawaz Sayyad (Madison Media)
Planning Manager: Yash Bhatia (Madison Media)
Media placement: Internet - Cricbuzz.com - 20th September 2009
Media placement: Internet - 123Greetings.com - 20th September 2009
Media placement: Internet - Indyarocks.com - 20th September 2009
Media placement: Internet - In.com - 20th September 2009
Media placement: Internet - Moneycontrol.com - 20th September 2009
Media placement: Internet - Facebook.com - 20th September 2009
Media placement: Internet - Yahoo.co.in - 20th September 2009

Results and Effectiveness
'Khilana Band Pilana Shuru' or 'Stop Bribing, Drink Tea' was one of the most engaging campaigns in the online space. For the very first time an on ground bribe experience was taken on line to catch the attention of the surfers. This resulted in an immediate action ie a pledge to end corruption. More than half a million visitors and 63,467 pledged online. The success of this initiative showed the world of how a corporate can build an emotional relationship with its target consumers by integrating a social message along with a brand message.

Creative Execution
We dramatised the act of bribery. Bribes are given by individuals to get their work done especially when they are in a hurry. We identified a few important tasks when surfers are in a hurry ie when sending mails, checking scores, sending greetings and downloading hit music. We created 4 fictional characters to represent corrupt officials and strategically placed them just when the surfers were about to execute their final tasks eg Dagdu cop asked for a bribe when individuals logged in to check mails. Pesky Umpire wanted his palms greased before letting anyone check the latest cricket score. Pintoo Postman would block sending of e cards till his palms were not greased. Pandeji would ensure a smooth music stream provided you bribed him After every bribe experience the Tata Tea brand mascot would appear with a cup of tea and urged the users to awaken and pledge against corruption.

Insights, Strategy & the Idea
From a tea that 'awakes' to a tea that 'awakens' Tata Tea moved from communicating taste and strength to focusing on social responsibility and empowerment. Youth had to be woken to social issues of corruption and bribery, which everyone had indulged in at some point in their lives. We launched the movement online, a favourite hangout of the youth, to leverage speed, the ease of communication, and to get momentum going. 'Stop Bribing, Drink Tea' was created to awaken the youth to the idea that in every situation of corruption the greater onus lies in the person giving the bribe rather than the one taking it. A virtual bribery experience was created. The idea was to create a temporary disruption while the surfers went about doing their daily online tasks, to demonstrate how easily you can succumb to bribery, and to convince them to take the pledge to end corruption.