Tata Tea Gold is the official Cause Partner for the International Indian Film Academy Awards (IIFA)

Tata Tea Gold is the official ‘Cause Partner’ of the 14th IIFA Awards to be held in Macau from July 4th - 6th. Over the years, IIFA has profiled and celebrated Indian cinema beyond Indian shores. In addition, they have used this hugely successful platform, which reaches millions of Indians, to raise awareness on social issues. With this in mind, Tata Tea in India will continue to support its recent Jaago Re initiative of women’s empowerment with the new Tata Tea Gold ‘Power of 49’ campaign which will be launched with this association.

The Tata Tea Jaago Re campaign has, over the years, become synonymous with ‘Awakening’ by addressing serious issues like voting, corruption and positivity. This year the focus has been on gender bias against women through the launch of our ‘Bade Badlaav Ki Liye Choti Shuruaat’* campaign. A TV ad film was launched on Women’s Day this year featuring Bollywood star Shahrukh Khan. The ad appeals to each one to do their “Choti Shuruaat” - small yet powerful acts inspired by simply changing one’s mindset.

To take the thought forward, this new campaign aims to open minds to the power that women have to make the change they wish to see. Towards this, a simple statistic translated into a powerful thought. Women constitute 49% of the voter base in India but often do not get their due as they are not yet seen as a determining factor in elections. The objective of this campaign is to awaken women to this ‘Power of 49’ and encourage women to exercise their right to vote at the next general elections.

Speaking at the occasion, Sanjiv Sarin, Regional President of South Asia, Tata Global Beverages said "We are delighted to associate with IIFA to be the Cause Partner of IIFA 2013 awards given their stature, mass appeal and particularly the fact that they have used this platform for social causes in the past. This is where we felt there is a perfect fit with our Tata Tea Jaago Re campaign which has been in the forefront in "Awakening" Indians to social issues by calling on them to be the change they would like to see. Indian women constitute almost half of the country's voter base and not many realize the power of this fact. Hence the launch of our new Tata Tea Gold Jaago Re campaign ‘Power of 49’. We are glad that IIFA has come forward and embraced this thought and have partnered with us. We hope millions of Indians would do the same".

With the entire country celebrating ‘100 years of Indian Cinema’, the timing is perfect to address this issue through IIFA.

*Bade Badlaav Ki Liye Choti Shuruaat – For a big change, a small start.