• Campaign Extension- Wasting Jaago Re

    CAMPAIGN EXTENSION- WASTING JAAGO RENearly everybody fell in love with the Jaago Re campaign of Tata Tea. The campaign showed simple aspects of our daily life, highlighted on how we have forgotten our basic duties as citizens of India, and urged the audience to ‘wake up’. These set of ads stood out of the crowd, who mostly focused on the functional aspect of tea. There have been some attempts by other players to build emotional associations; one that comes to mind is by ‘Bagh Bakri’ Tea, which claims to revive family ties. However, they seem to be either too farfetched, or too lame to create any major impact. Waking up, in a literal sense is deeply associated with tea. The campaign Jaago Re, very smartly leveraged that connect, and took it to a whole new level of social responsibility.

    By picking up issues so close to the averages consumer’s average day, Tata Tea was able to connect with the audience, and by bringing in an emotional angle to the whole experience of tea, the campaign was hugely successful. Here is one of the ads from that campaign.


    Tata Tea tried leveraging the same concept of ‘waking up’ to sell its latest offering, Tata Tea Premium, whose core differentiator seems to be the ‘balance of the large & small leaves’, which gives the optimum taste, smell etc. Here is the TVC.


    While watching the ad for the first time on TV, based on the setting of the ad, I was able to guess that it’s another one from the Jaago Re campaign, and was looking forward to the climax. However, as one can see, it was a big letdown. They tried to marry the goodwill created by the emotional appeal of the existing campaign to the functional communication required for the new product. I believe this is terribly wrong, as now Tata Tea is doing what any xyz brand is also doing, talking about the functional benefits. Yes, there might well be some extensive consumer research which may have showed that tea drinkers want to have a ‘balance of large & small tea leaves’… but then, that should have been communicated with a different campaign.

    Thinking about it now, it just struck me whether there is something called ‘Campaign Extension’. Just like brand extension, where one decides to launch a new product under an existing brand name, a marketer decides to launch another advertisement under an existing campaign. It is not very difficult to relate the two based on the benefits & risks associated with both.

    CAMPAIGN EXTENSION- WASTING JAAGO REMajor benefits of brand extension include leveraging existing brand’s equity to gain trust, cost saving & continuing on a trusted formula (in terms of brand elements). The biggest risk of brand extension is the fit between the new product, its target segment, usage behaviour etc with the existing brand. Similar is the case with ‘campaign extension’. Where brand extension leverages the tried & tested branding formula, a campaign extension benefits from the tried & tested campaign formula. Where brand extension helps build trust among the consumers, campaign extension ensures that people would be interested in viewing the campaign (as happened with me in the above mentioned case of Tata Tea Premium; as would have happened with you in several Fevicol ads). These were the benefits. The risk of mismatch between the product & brand is, if not more, equally high in case of campaign extension; just that it becomes the case of mismatch between communication idea and campaign theme in case of campaign extension. This is where an emotional campaign should not be used to communicate functional benefits of a product.

    A really successful example- Airtel. Airtel has always had more than one campaign going on air simultaneously. While one campaign would be aimed at brand building, the other one’s purpose is to communicate the functional aspect, schemes etc. Corresponding to the two different communications, the theme of the two campaigns is different. While there have been some AR Rehman ads (and some others shown below) high on emotional appeal, there have been others, especially the Madhavan – Vidya Balan series focusing completely on the functional benefits being offered.





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  • Fresh from the market

    Fresh from market

    Read on to keep track of some interesting recent developments in the market:

    1) 2009 was indeed a forgettable year for HUL. However, it sure seems to have stung the FMCG giant, with some swift action and well-thought out changes on the cards. Find out more about the year that went by and the year that awaits India’s largest FMCG Company: The Financial Express

    2) Diageo has decided to push sales though the premium segment in the country. And that means betting big on the iconic Johnnie Walker brand along with growth through their Smirnoff and Vat 69 lines. Track this interesting story at: The Economic Times

    3) Twinnings, Tetley, Brooke Bond, Lipton, Taj Mahal… and Typhoo to add to the list. The Apeejay group is all set to launch Typhoo tea in India, targeted at the premium segment. Given the tough domestic market, this is one story which is sure to draw attention. Find out more at: Business Standard

    4) The number of Indian consumer goods companies acquiring brands and products abroad has steadily increased. And in keeping with this trend, Marico has acquired Colgate Palmolive’s Hair care brand ‘Code 10’, the 3rd largest selling brand in Malaysia. The Economic Times

    5) Taking the story further, explore the reasons for the increasing number of acquisitions abroad, especially in emerging markets in Asia and Africa. Read on at: The Economic Times

    6) Kolkata-based Emami Ltd is looking to explore newer markets and products. With a 700 crore war chest, they are looking at ways to increase sales and margins both in India and abroad. Read on at: NDTV Profit