Have been privileged to be associated with TATA Tea's initiative onebillionvoters in collaboration with Janaagraha. A simple idea of getting youth to register as voters. The idea is simple and backed by two inspiring parent brands...looks like a winner from the start.
But to me the bigger story is the team behind it. A bunch of youngsters, all in their 20s, most of them from an IIT/IIM pedigree have takes off from their well paying careers and within a span of a few months put together an exceptional backend to make this happen.
From a marketing perspective, it is a commendable effort by TATA Tea to introduce substance into the jaagore idea and give it a bite.
Very TATA if you care for my opinion. It is this brand's ability to walk more than talk on this front that makes it such an icon among brands.
There has been similar opportunity available for other brands as well. Of the current lot Idea cellular could do well to take its thought of eradicating illiteracy through mobile phones forward. I would have liked if Perter Emgland also could have taken the 'Honest Shirt' idea into a more action oriented territory to keep it fresh.
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