Tata Tea educates the educated with relaunch of ‘Power of 49’


Ahead of the forthcoming Indian General Elections 2014, Tata Global Beverages has launched the second phase of its 'Power of 49' initiative to encourage women to cast an informed and independent vote. This campaign is an initiate of brand Tata Tea.

With its re-launch campaign, Tata Tea Gold aims to open the minds of the nation to a very relevant and very important issue; that of women empowerment. While the last campaign awakened women in general, in India, who believed in voting but didn’t believe they could bring any change with it. This new campaign looks to awaken the ‘educated’ or well-informed social class of India.

Using its 'Jaago Re' platform, the campaign aims to reach out to 100 million women to convert them into informed voters. The on ground activities will be supported extensively by TV, print, radio and the digital media. In order to form a connect with the women, the company is also planning to engage television daily soap actors and Bollywood actors to create awareness.

"The 'Power of 49', we anticipate, will awaken Indian women to the power of their vote, with the expectation that a more informed and participative female electorate will ensure that the system responds more diligently to women's issues, thereby positively impacting national development," Mukund Rajan, Member - Group Executive Council and Brand Custodian, Tata Sons said.

As women form 49 per cent of the voters base in the country, the company said it plans to reach out to 100 million women by creating awareness and encouraging them to vote.

Mr Rajan also highlighted some of the statistics in the country and said, "A new rape case is being reported every 20 minutes, 95 per cent of the girls are dropping out of the schools at the age of 15, 50 per cent of girls at some point of their life face domestic violence. Only 11 per cent of the parliamentarians are women, while in the corporate world only 5.3 per cent of directors in top 100 companies in the BSE are women. Of late, alongside the media and the rest of the nation, we in Tatas have been alarmed by the numerous episodes which have demonstrated the vulnerability of women in Indian society and the need to further empower them.”

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Jaago Re Power of 49 tata global beverages Tata Tea Gold

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