Lowe Lintas Mumbai gives power to women in new TV campaign for Tata Global Beverages
Lowe Lintas Mumbai has released their latest campaign for the Tata Global Beverages social awakening platform – Jaago Re series. The new TVC is the second phase of the ‘Power of 49’ campaign, which aims at becoming one of the largest women centric awareness campaigns in recent times with an intent to reach out to 100 million women.
Jaago Re! today has become synonymous with awakening. Over the years it has awakened people to a host of relevant issues. Now it’s time once again, to open minds. With its re-launch campaign, Tata Tea Gold will open the minds of the nation to yet another very relevant and very important issue; that of women empowerment.
The problems women face in India is increasing by the minute. Women on the other hand appear to have come to terms with their helplessness and are in a state of perpetual waiting for someone to help. Little do they realize that the power to change things around them rests not with anyone else but with themselves.
Women form 49% of the voter base of India. Tata Tea Gold’s latest campaign aims to educate women and the rest of the country about this statistic and show them the impact it could have. It is a call to women to come together and unite to show the nation, the power of 49%.
But this wasn’t an easy task as the TG spoken to live a self-sufficient and comfortable life with easy access to everything that they need. This audience already has the resources and the wherewithal to meet with more than basics to not feel the need of having a government in their life.
The only way to shake them and open up their minds was to show them the power a vote can bring about and that womenfolk actually have the power to rock the vote!
This was brought alive by breaking Ms. Metro’s belief that only she can protect herself and can’t depend on anyone else for it. Lowe Lintas broke this belief by showcasing how a lesser privileged woman with limited access and resources believes that you don’t need anything else to protect yourself if you vote and that women form 49% of the voter’s base to bring about the change they wish to see.
The new TV advertisement, a sequel to the Power of 49 campaign, is directed by renowned ad and filmmaker Gauri Shinde and revolves around the concept of ‘Kaala Teeka’ (black dot). The Kaala Teeka is a very clever play on the Teeka with a hard- hitting message of awakening women to realize their potential as voters.
Ameer Jaleel the National Creative Director, Lowe Lintas, India said “Given the times we live in today, it is absolutely necessary for us to empower women. It is imperative that the world be told that women must not be treated the way they are, that they are a force to reckon with; especially politicians and governance who can do so much more to better the way things are for women in India, but aren’t doing much.