Tata Global Beverages and the Tata group launch the next phase of the ‘Power of 49’ campaign ahead of General Elections 2014

Tata Global Beverages, through their social awakening platform Jaago Re, and the Tata group today launched the second phase of the ‘Power of 49’ campaign, aiming to make it one of India’s largest women-centric awareness campaigns in recent times with an intent to reach out to 100 million women.

Power of 49, a Jaago Re initiative for women, was launched in August 2013 with an objective to awaken women, who form 49% of 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 this forthcoming election. The campaign was conceptualised from the insight that women constitute 49% of the voter base in India but often do not get their due as they are not seen as a determining factor in elections.

The Power of 49 initiative is being supported by the Tata group because it aligns closely with the group’s social agenda. The campaign will see Tata group companies and employees coming together in the spirit of volunteering to play their part in amplifying the impact of the campaign.

As a build-up to the General Elections in 2014, the initiative will use several platforms to communicate the thought behind Power of 49. A new TV advertisement, directed by renowned ad and filmmaker Gouri Shinde was unveiled today around the concept of ‘Kaala Teeka’ (black dot). The Kaala Teeka is a clever play on the Teeka with a hard-hitting message of awakening women to 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 Power of 49 grow from a simple thought to a larger initiative with support coming in from the Tata group. Over the years Jaago Re has become a credible platform for catalysing social change.

This time, the campaign seeks to address the underlying reason for women not getting their due from the establishment – the fact that they do not engage sufficiently with the electoral process and do not cast their votes based on an understanding of the stance of candidates on women’s issues. We believe that by inspiring 100 million women to vote based on “Women’s issues” we will be able to catalyse change in this space thus benefitting women and also the country.

We will use television “Soap protagonists” and also other opinion leaders, including corporate and Bollywood celebrities, apart from advertising because in our country the soaps can be powerful agents of change. This will be done through long and short format content on TV/digital and other media.”

Speaking on the occasion, Dr. Mukund Rajan, Member – Group Executive Council and Brand Custodian, Tata Sons said, “The Tata group is delighted to associate with Power of 49, which aims to create awareness among the 100 million women voters of India about their power to bring about change. The 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 Power of 49 is a small step in that direction, seeking to give women their rightful place in the future of our country.”

Amplifying Power of 49

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

Several research reports have shown that television soaps affect the lives of everyday households and in turn impact societies. The journey has been the same for Indian television soaps which have metamorphosed over the 80s and 90s, till today. The General Entertainment Channels (GEC) that once showcased Indian woman in traditional, stereotype roles now showcase her as the Indian woman of the new millennium. The Power of 49 campaign which will associate with key GEC channels, brings together the “bahus” (TV serial stars) of the leading serials in the country to deliver a message through their soap characters. This leg of the campaign addressing the GEC women audience will be called “49% ka Power Bahu Nahi Bahumat”. The association with leading GEC women actresses will attempt to influence their audiences and seek women to voice their concerns.

Some of the leading ladies include:

• Sandhya from Diya aur Batti – Star Plus
• Akshara from Yeh Rishtha Kehlata Hain – Star Plus
• Kamla Tai from Ek Mutthi Asmaan – Zee TV
• Gunjan from  Sapne Suhane Ladhakan Pan Ke – Zee TV
• Anandi from Balika Vadhu – Colors

This will be followed by multiple debates, and discussions by eminent news anchors and media personalities in specific “Power of 49” TV shows. All views expressed here along with issues expressed by women in push the pin and GEC will culminate in a POWER of 49 manifesto which will get presented to senior leaders of key political parties. This will ensure the system takes note of women’s needs and wants and becomes more responsive to them.

Further, Power of 49 has joined hands with Haiyya, a Mumbai based not-for-profit organisation to create awareness within the Tata group through roadshows and voter registration camps to be held across Tata group companies. This will help to achieve the Group’s aim of 100% voter- readiness.