Oct 31, 2008 03:38 PM
12750 Views
(Updated Oct 31, 2008 03:42 PM)
If you have the power to say it! Say it in the right manner!
An approach which has been adopted since the time advertising world realized that they could drive messages home, with the instrument they had in the hand. The right platform capturing the audience with the social issues and messages , Government of India was the preliminary step of initiating it. Family Planning, Child Marriage, Female Infanticide, Literacy and many other social messages were driven across by TV adverts or should say campaigns.Though one thing was definite that being a Government product the campaigns looked really drab with no proper concept. The photography was poor and they were rather mocked at than being taken seriously.
As big players entered the promotion field and advertising became a serious business, Companies realized their ethical value and their responsibility towards the society. And here on came a revolution where subtle yet strong messages were replaced by the sheer promotion of product only. A kinda of a fusion was achieved by the Ad agencies and the company promoting product for advertising the product and giving a message too. Be it the Times of India campaign of Lead India and Teach India , or the idea cellular one promoting literacy, everybody is trying their best. Even a cigarette brand like Red and White came up with bravery awards and promoted bravery towards social cause in their ads.
One name which has been a synonym for patriotism and Social cause is Tata. The contribution of the company towards the society and India as such is well known fact. So I was not at all surprised when they came up with the campaign and the tagline “Jaago Re”! in their new Tata tea commercial. Adding to the fact that it was created by Lowe India just made me realize that this is another advert agency which is pretty sensitive on social issues. From its Idea commercials it takes a step further!
The commercial with its very catchy line “Jaago re, Jaago re, Jaaaaaaaaaaaaggggoooo reeeeeee”, caught my tongue and the concept my mind. The latest one with the most unique idea of making people realize that its high time they “woke up” and “started using their power of vote”.
It starts with a Guy standing in front of the cinema hall with a thermos of tea, offering tea to all and sundry and repeatedly saying “Aap so kyun rahe hain? Chai peejiye”. While everybody stares at him as if he is a madman, he continues the rambling with the tea. A woman loses it on him and yells “I am not sleeping, chutti ka din hai picture dekhane aaye hain”. So he affirms: “Election”,he accentuates on the word “Aggar aap vote nahin dengi , toh aap so rahee hain”.
Then he turns the cup and says “Voting ke lye register karein, https://jaagore.com”
The advertisement ends with the message “Aggar aap sote rahein toh yeh desh kaise jaagega”.
It hits on right into the mind of the viewer along with a must visit to the website. Kudos to the creativity of the agency,
- For using the right manner to wake up people, I mean has anybody woken up in India without a cup of tea? Just the thing needed to break their daze. Product promoted and the message too.
+The background and idea, excellent model with a common guy look yet an emphatic voice. Just the right age factor for saying that its our college going youth who needs to realize the importance and create an awakening. Appreciated is the manner of mocking the people crowding up cinema houses, rather than voting, considering the Election day as holiday. Now isn’t this too a trend in India?
+The way it is spelled out and of course the website https://jaagore.com, actually giving out registration forms to get your name registered in voting list. This is in view of catering to the laziness of an Indian mentality to take that walk to the booth for getting the form.
Infact there is a continuation reminder advert which spells out the website address and the number of people registering everyday. While it aims towards one billion votes.
The movement recognises the youth of India as having the potential to make a difference. What was missing till now was an enabling platform - Jaago Re! One Billion Votes is that platform. At the heart of this initiative is the website, https://jaagore.com, which is the one stop shop for all voter needs.
(https://en.wikipedia.org/wiki/Jaago_Re!_One_Billion_Votes)
I personally can vouch on myself that I finally registered myself for the voting list post this commercial. Its high time I realized that “A country can never be a better place till it has better leaders” and these leaders have to be chosen by us. The commercial has done its job , telling us that you want an enhanced living condition and a better India then “Jaago re”. I can also see a partnership of “Janaagraha” for this movement on the website.No celebrity mania, no crores of location, nothing flashy about this commercial yet it has a way of saying it. The tomorrow of our country depends on our today ! And the faster we wake up the better it would be! Vote is our right and a power which Democracy has granted us. Its time we stopped using the election day as a holiday and made better use of it.
“Jaago Re” brings home the fact, Before you grudge for the Country of your dreams, wake up!”
Register on https://jaagore.com
