Tata Tea: PO49 Elections - the media movement that changed the role of women in Indian elections

This case study explains how Tata Tea, the Indian tea brand, used social cause marketing - focussing on women's participation in elections - to build connections with people and increase sales.

Tata Tea: PO49 Elections - the media movement that changed the role of women in Indian elections

Kishankumar Shyamalan, Tejkaran Singh Bajaj and Simanta Mahanta

Campaign details

Brand owner: Tata Global BeveragesLead agency: Maxus (GroupM)Contributing agency: Lowe Lintas and Partners and 22 Feet Tribal Worldwide IndiaBrand: Tata TeaCountry: IndiaIndustry: Coffee, tea, hot drinksChannels used: Content marketing, Earned media, buzz, Internet - display, Internet - microsites, Mobile and apps, Point-of-purchase, in-store, Social media, Sponsorship - media, Television, Word of mouth, advocacyMedia budget:5 - 10 million...

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