JAAGO RE
Agency: Integrated Brand-Comm Pvt. Ltd.
COMPANY PROFILE
this fact is demonstrated by their team, which consists of professionals who come from a
diverse background of communication practice areas. Together, they deliver value through
research-led insights and precision-led execution for clients representing a cross-section of
industry.
In less than a decade, brand-comm has created tremendous value for companies in industries
including Information Technology, Retail, Cement, Fashion & Apparel, Education, Health
and FMCG.
„JAAGO RE! – ONE BILLION VOTES
CAMPAIGN LAUNCHES THE “SHUT UP AND
VOTE” CAMPAIGN
Campaign Summary:
Jaago Re! One Billion Votes is a non-partisan nationwide movement launched by
Janaagraha and Tata Tea to awaken and enable the citizens of India, especially the
youth, to register for voting. The mission is to register the entire of India (One Billion
Voters) for voting in the next 5 years, in order to better Indian democracy. The
campaign focuses on empowering the youth of India to lead this change.
In the launch year (2008 -09), the campaign is targeting urban voters in India’s top 35
cities, which represents one-third of India’s urban population. The campaign is
targeting to register 4 million voters before April 2009 elections. From next year
onwards, the campaign plans to target Tier 2 cities and eventually rural India.
Going beyond mass media messaging, Jaago Re! One Billion Votes seeks to address
the fundamental challenges in the process of voter registration which prevents
millions of Indians from registering as voters. The uniqueness of this campaign is the
way technology has been innovatively leveraged to simplify the voter registration
process. At the heart of the entire campaign is its website www.jaagore.com.
For the first time in India, www.jaagore.com brings to the citizens the following
facilities:
An online registration engine linked to an interactive GIS application, which
helps anybody to fill their voter registration form within 5 minutes.
After submitting details online, citizens can take a printout of their voter
registration form, and get driving directions with the help of a map to submit
the registration form to the designated official in their constituency.
After dropping their forms, rather than chasing the system for confirmation,
www.jaagore.com sends periodic SMS and email updates to citizens
confirming them of their status, thereby handholding the voters until they are
eventually registered. The objective is to build a customer-service model (similar to what banking firms offer today) around the needs of a voter, by
integrating internet and mobile technologies.
The campaign website has been created as a ONE STOP SHOP for all voting
and election related queries, election news and updates.
Tata Tea’s Jaago re! Advertising campaign for the current year (2008-09) will play a
significant role in spreading mass awareness on this campaign. The TVC delivers a
strong message to the youth on voting (Agar aap soyenge to desh kaise jagega!) and
directs them to the website www.jaagore.com to register for voting.
Jaago Re! One Billion Votes believes in empowering the youth of India to lead the
change, themselves. The campaign has a significant Outreach program covering 11
key cities. Beginning 1st November 2008, talks will be organized in more than 200 of
India’s largest colleges and companies, to spread the message of the campaign and
organizing ON THE SPOT voter registration drives, backed by the technology of the
campaign.
Outreach will be largely volunteer managed and will give opportunities to
Institutions and Individuals (especially youth) to make a difference in this campaign.
Each of these 200 institutions will play a leadership role in this campaign by
registering 100% of their students / employees for voting, and further conducting
drives in 5 more campuses. Each institution will setup a Jaago Re! One Billion Votes
chapter comprising of youth volunteers from within the institution, who are
passionate about leading the cause of voter registration. Institutions who have
already committed their support include Infosys, Wipro, St. Xaviers Mumbai, St
Josephs Bangalore etc.
There are opportunities for NGOs as well to get involved in this campaign by
partnering in Outreach at a National, Regional or City level. PRIA (Participatory
Research in Asia) and LokSatta Aandolan are two NGOs who have already joined
the campaign as Outreach Partners.
Besides Outreach, there are several other ways in which corporates and media
houses can play an active role in promoting this campaign. Yahoo, Mid-Day group,
OnMobile, ACL Wireless, Map My India etc. are few corporates who have already
taken leadership in partnering this campaign.
It is a joint initiative of Janaagraha (a Bangalore based NGO working on urban
governance reforms) and Tata Tea Ltd. This partnership represents a unique tie-up
between the civil society and corporate sector to bring about large scale social
change.Most importantly, it’s the youth of India which is running this campaign. Out of the
10 member dedicated team from Janaagraha that is running this campaign, all of
whom are less than 30 yrs of age, five are alumni from IIT Madras. All of these youth
had voluntarily given up their private sector jobs to work dedicatedly on a cause
they believed in.
The campaign has an eminent Advisory Board which includes NR Narayanamurthy,
T S Krishnamurthy (ex Chief Election Commissioner of India), Rakeysh Mehra (Film
maker and Director, Rang de basanti) and Tariq Ansari (MD, Mid-Day group).
The campaign has been endorsed by the Election Commission of India.
Introduction:
Janaagraha and Tata Tea initiated the “Shut up and Vote Tour” campaign across the
country as part of their ongoing Jaago Re! One Billion Votes campaign. The
campaign aimed at leveraging the platform of music to encourage the youth to vote
and be the difference they seek.
The unique campaign witnessed rock shows by a pioneering Indian Rock Band –
‘Thermal and a Quarter’ across 5 major cities viz Bangalore, Chennai, Kolkata, Delhi
and Mumbai during the last week of March.
A music video under the same name ‘Shut Up and Vote’ was also developed by the
Bangalore based Rock Band, Thermal and a Quarter. The video aims at highlighting
the importance of participation of youth in the electoral process in a language that
youth understand and associate with Music!
The five-city rock tour started in Chennai on March 20 and ended in Bangalore, the
headquarters of the campaign.
The Client: Janaagraha
Brand-comm’s client, Janaagraha, is a non-profit organization that works with
citizens and their governments to improve the quality of life in our cities and towns.
Since its foundation in 2001 by Swati and Ramesh Ramanathan, Janaagraha has
worked consistently to address issues of urban governance.
The campaign was a joint venture between Tata Tea and Jaanagraha, the Tata tea PR
was taken care of by Vaishnavi Communication.
Client Objectives:
The agency was approached by Janaagraha to initiate PR activities for the campaign.
The rationale behind the use of PR efforts was because, although the Jaago Re
campaign had already gained some mileage through its advertising campaign, PR
efforts were required to create visibility for the Rakesh Omprakash Mehra campaign
as well as the shut up and vote tour in order to create awareness and to initiate
young voters to register.
The main objectives of the campaign were:
1. To ensure maximum number of voter registrations by making the process
easier.
2. To create a platform that will motivate the Indian youth to participate actively
in the electoral process of the country.
3. To have a far reaching and lasting impact on the future of the country, the
Indian youth. The strategy adopted for the same were twofold:
First: to create visibility about the campaign itself through a media event,
where Rakesh Omprakash Mehra was roped in to visit various colleges across
the country.
Secondly: through the launch of the Shut up and Vote tour by the band
‘Thermal and a Quarter’ through a press conference in Bangalore.
The campaigns roll out/process:
Rakesh Ompraksah Mehra interacting in the colleges in Delhi and Chennai
about the importance of voting.
Shut up and Vote tour launch press conference in Bangalore
Shut up and Vote Tour in select cities (Bangalore, Chennai, Delhi, Kolkata,
Mumbai).
Panel discussions, involving Rahul Bose and representatives from Tata Tea
and Janaagraha
In all these activities brand-comm played a considerable role in creating media
presence for the event, handling media at the event and translating them into
substantial coverage in both print and electronic media.
In the launch year (2008 -09), the campaign was targeting urban voters in India’s top
35 cities, which represents one-third of India’s urban population. The campaign is
targeting to register 4 million voters before April 2009 elections. From next year
onwards, the campaign plans to target Tier 2 cities and eventually rural India.
Jaago Re! One Billion Votes has been able to draw considerable attention to the
importance of voting, and provided a platform to facilitate voter registration. While
it is difficult to quantify the final impact, the fact that we enabled 6 lakh online voter
registrations itself makes this the most successful registration drive in Indian history.
For brand-comm the Jaago Re campaign was one of the most important PR
assignment. Through this PR campaign brand-comm could recognize its true
potential as a national PR agency as the campaign demanded consistent media
communication in 6 cities. To make such a huge campaign successful one must be
prepared for the challenges that come with it.
Some of the challenges which brand-comm had to face were:
Frequent change of dates and venue for the events
Last minute change for the spokesperson who was to be available for the
press gathering
Shortcomings in the venue
Logistic issues
brand-comm was able to overcome these challenges through smooth co-ordination
with the team handling the campaign and prompt decision making process. The
agency was also blessed with a competent team in each of the venues who were able
to handle crisis diligently.
Agency: Integrated Brand-Comm Pvt. Ltd.
COMPANY PROFILE
brand-comm is a leading communications consultancy company in India with offices in
seven cities (Bangalore, Delhi, Mumbai, Pune, Chennai, Kolkata and Hyderabad) and
presence through affiliates in all Indian States. The agency offers a comprehensive and,
where possible, integrated range of services across brand consulting, advertising, and public
relations. In addition, it offers Integrated Talent Communications (Internal Communications)
which assists companies in communicating with internal clients / employees to meet their HR
objectives of retention.
The agency believes that experience and insights are the key to effective communication –this fact is demonstrated by their team, which consists of professionals who come from a
diverse background of communication practice areas. Together, they deliver value through
research-led insights and precision-led execution for clients representing a cross-section of
industry.
In less than a decade, brand-comm has created tremendous value for companies in industries
including Information Technology, Retail, Cement, Fashion & Apparel, Education, Health
and FMCG.
„JAAGO RE! – ONE BILLION VOTES
CAMPAIGN LAUNCHES THE “SHUT UP AND
VOTE” CAMPAIGN
Campaign Summary:
Jaago Re! One Billion Votes is a non-partisan nationwide movement launched by
Janaagraha and Tata Tea to awaken and enable the citizens of India, especially the
youth, to register for voting. The mission is to register the entire of India (One Billion
Voters) for voting in the next 5 years, in order to better Indian democracy. The
campaign focuses on empowering the youth of India to lead this change.
In the launch year (2008 -09), the campaign is targeting urban voters in India’s top 35
cities, which represents one-third of India’s urban population. The campaign is
targeting to register 4 million voters before April 2009 elections. From next year
onwards, the campaign plans to target Tier 2 cities and eventually rural India.
Going beyond mass media messaging, Jaago Re! One Billion Votes seeks to address
the fundamental challenges in the process of voter registration which prevents
millions of Indians from registering as voters. The uniqueness of this campaign is the
way technology has been innovatively leveraged to simplify the voter registration
process. At the heart of the entire campaign is its website www.jaagore.com.
For the first time in India, www.jaagore.com brings to the citizens the following
facilities:
An online registration engine linked to an interactive GIS application, which
helps anybody to fill their voter registration form within 5 minutes.
After submitting details online, citizens can take a printout of their voter
registration form, and get driving directions with the help of a map to submit
the registration form to the designated official in their constituency.
After dropping their forms, rather than chasing the system for confirmation,
www.jaagore.com sends periodic SMS and email updates to citizens
confirming them of their status, thereby handholding the voters until they are
eventually registered. The objective is to build a customer-service model (similar to what banking firms offer today) around the needs of a voter, by
integrating internet and mobile technologies.
The campaign website has been created as a ONE STOP SHOP for all voting
and election related queries, election news and updates.
Tata Tea’s Jaago re! Advertising campaign for the current year (2008-09) will play a
significant role in spreading mass awareness on this campaign. The TVC delivers a
strong message to the youth on voting (Agar aap soyenge to desh kaise jagega!) and
directs them to the website www.jaagore.com to register for voting.
Jaago Re! One Billion Votes believes in empowering the youth of India to lead the
change, themselves. The campaign has a significant Outreach program covering 11
key cities. Beginning 1st November 2008, talks will be organized in more than 200 of
India’s largest colleges and companies, to spread the message of the campaign and
organizing ON THE SPOT voter registration drives, backed by the technology of the
campaign.
Outreach will be largely volunteer managed and will give opportunities to
Institutions and Individuals (especially youth) to make a difference in this campaign.
Each of these 200 institutions will play a leadership role in this campaign by
registering 100% of their students / employees for voting, and further conducting
drives in 5 more campuses. Each institution will setup a Jaago Re! One Billion Votes
chapter comprising of youth volunteers from within the institution, who are
passionate about leading the cause of voter registration. Institutions who have
already committed their support include Infosys, Wipro, St. Xaviers Mumbai, St
Josephs Bangalore etc.
There are opportunities for NGOs as well to get involved in this campaign by
partnering in Outreach at a National, Regional or City level. PRIA (Participatory
Research in Asia) and LokSatta Aandolan are two NGOs who have already joined
the campaign as Outreach Partners.
Besides Outreach, there are several other ways in which corporates and media
houses can play an active role in promoting this campaign. Yahoo, Mid-Day group,
OnMobile, ACL Wireless, Map My India etc. are few corporates who have already
taken leadership in partnering this campaign.
It is a joint initiative of Janaagraha (a Bangalore based NGO working on urban
governance reforms) and Tata Tea Ltd. This partnership represents a unique tie-up
between the civil society and corporate sector to bring about large scale social
change.Most importantly, it’s the youth of India which is running this campaign. Out of the
10 member dedicated team from Janaagraha that is running this campaign, all of
whom are less than 30 yrs of age, five are alumni from IIT Madras. All of these youth
had voluntarily given up their private sector jobs to work dedicatedly on a cause
they believed in.
The campaign has an eminent Advisory Board which includes NR Narayanamurthy,
T S Krishnamurthy (ex Chief Election Commissioner of India), Rakeysh Mehra (Film
maker and Director, Rang de basanti) and Tariq Ansari (MD, Mid-Day group).
The campaign has been endorsed by the Election Commission of India.
Introduction:
Janaagraha and Tata Tea initiated the “Shut up and Vote Tour” campaign across the
country as part of their ongoing Jaago Re! One Billion Votes campaign. The
campaign aimed at leveraging the platform of music to encourage the youth to vote
and be the difference they seek.
The unique campaign witnessed rock shows by a pioneering Indian Rock Band –
‘Thermal and a Quarter’ across 5 major cities viz Bangalore, Chennai, Kolkata, Delhi
and Mumbai during the last week of March.
A music video under the same name ‘Shut Up and Vote’ was also developed by the
Bangalore based Rock Band, Thermal and a Quarter. The video aims at highlighting
the importance of participation of youth in the electoral process in a language that
youth understand and associate with Music!
The five-city rock tour started in Chennai on March 20 and ended in Bangalore, the
headquarters of the campaign.
The Client: Janaagraha
Brand-comm’s client, Janaagraha, is a non-profit organization that works with
citizens and their governments to improve the quality of life in our cities and towns.
Since its foundation in 2001 by Swati and Ramesh Ramanathan, Janaagraha has
worked consistently to address issues of urban governance.
The campaign was a joint venture between Tata Tea and Jaanagraha, the Tata tea PR
was taken care of by Vaishnavi Communication.
Client Objectives:
The agency was approached by Janaagraha to initiate PR activities for the campaign.
The rationale behind the use of PR efforts was because, although the Jaago Re
campaign had already gained some mileage through its advertising campaign, PR
efforts were required to create visibility for the Rakesh Omprakash Mehra campaign
as well as the shut up and vote tour in order to create awareness and to initiate
young voters to register.
The main objectives of the campaign were:
1. To ensure maximum number of voter registrations by making the process
easier.
2. To create a platform that will motivate the Indian youth to participate actively
in the electoral process of the country.
3. To have a far reaching and lasting impact on the future of the country, the
Indian youth. The strategy adopted for the same were twofold:
First: to create visibility about the campaign itself through a media event,
where Rakesh Omprakash Mehra was roped in to visit various colleges across
the country.
Secondly: through the launch of the Shut up and Vote tour by the band
‘Thermal and a Quarter’ through a press conference in Bangalore.
The campaigns roll out/process:
Rakesh Ompraksah Mehra interacting in the colleges in Delhi and Chennai
about the importance of voting.
Shut up and Vote tour launch press conference in Bangalore
Shut up and Vote Tour in select cities (Bangalore, Chennai, Delhi, Kolkata,
Mumbai).
Panel discussions, involving Rahul Bose and representatives from Tata Tea
and Janaagraha
In all these activities brand-comm played a considerable role in creating media
presence for the event, handling media at the event and translating them into
substantial coverage in both print and electronic media.
In the launch year (2008 -09), the campaign was targeting urban voters in India’s top
35 cities, which represents one-third of India’s urban population. The campaign is
targeting to register 4 million voters before April 2009 elections. From next year
onwards, the campaign plans to target Tier 2 cities and eventually rural India.
Jaago Re! One Billion Votes has been able to draw considerable attention to the
importance of voting, and provided a platform to facilitate voter registration. While
it is difficult to quantify the final impact, the fact that we enabled 6 lakh online voter
registrations itself makes this the most successful registration drive in Indian history.
For brand-comm the Jaago Re campaign was one of the most important PR
assignment. Through this PR campaign brand-comm could recognize its true
potential as a national PR agency as the campaign demanded consistent media
communication in 6 cities. To make such a huge campaign successful one must be
prepared for the challenges that come with it.
Some of the challenges which brand-comm had to face were:
Frequent change of dates and venue for the events
Last minute change for the spokesperson who was to be available for the
press gathering
Shortcomings in the venue
Logistic issues
brand-comm was able to overcome these challenges through smooth co-ordination
with the team handling the campaign and prompt decision making process. The
agency was also blessed with a competent team in each of the venues who were able
to handle crisis diligently.
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