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Alarm Bajne Se Pehle (Wake Up Before An Issue Becomes a Crisis)

For Tata's latest campaign, ‘Alarm Bajne Se Pehle’ (Wake Up Before An Issue Becomes a Crisis), we were tasked with finding two national concerns that a new movement could reverse over time: crimes against women and youth apathy towards sport. Over a million Indians signed petitions to show their support.

INDIA / CSR / TATA / APAC / INCLUTION / INTERNATIONAL WOMAN'S DAY / EQUALITY / FMCG

THE CHALLENGE

A pioneer in cause marketing, Tata Tea has a long history of ‘waking up’ India to social and political issues. Our previous work with them has inspired Indian youth to act on things that matter, including bringing record numbers of women out to vote for the first time. For their latest campaign, ‘Alarm Bajne Se Pehle’ (Wake Up Before An Issue Becomes a Crisis), we were tasked with finding two national concerns that a new movement could reverse over time. Our research found these to be (a) Crimes Against Women and (b) Apathy Towards Sports.

OUR SOLUTION

We knew that to make a change, we needed to make fundamental shifts at the grass-root level. Research provided the insight that crimes against women can only be stopped if as a society, we are able to respect both genders equally – a change of mind that needed to be initiated at childhood, as part of our education system. It was equally important to influence this change at a policy-making level by making the Indian government intervene. Across both movements, we took a four-stage approach: 1. Identify experts – for this we chose the Social Activist Ranjana Kumari for the Women’s safety issue & Dipa Karmakar, an Olympian for sports education 2. Create partnerships – The Indian government endorsed the cause while an influential media network – Network 18 helped create content around the issues and potential solutions 3. Brief influencers – from female comedians to directors to writers to sportsmen to phycologists and filmmakers, people from all walks of life expressed solidarity & support 4. Social media – content was shared through organic and paid channels over the course of a year.

DELIVERING RESULTS

Over a million Indians signed petitions to show their support for the changes we were asking for

The Indian government promised school-level changes on both women safety and sports education
The perception of the brand as a thought leader almost doubled and brand respect grew by around 10%
Tata Tea maintained its reputation as a brand that makes the future for India’s next generation.