Lowe Lintas unleash the 'Power of 49' for Tata Tea

Tata Global Beverages, through their social awakening platform Jaago Re, and the Tata group today launched the second phase of the ‘Power of 49’ campaign, aiming to make it one of India’s largest women-centric awareness campaigns in recent times with an intent to reach out to 100 million women.

Power of 49, a Jaago Re initiative for women, was launched in August 2013 with an objective to awaken women, who form 49% of India’s voter base, inspiring them to cast an informed and independent vote and exercise the power they have to make or break a government in this forthcoming election. The campaign was 

conceptualised from the insight that women constitute 49% of the voter base in India but often do not get their due as they are not seen as a determining factor in elections.

The Power of 49 initiative is being supported by the Tata group because it aligns closely with the group’s social agenda. The campaign will see Tata group companies and employees coming together in the spirit of volunteering to play their part in amplifying the impact of the campaign.

As a build-up to the General Elections in 2014, the initiative will use several platforms to communicate the thought behind Power of 49. A new TV advertisement, directed by renowned ad and filmmaker Gouri Shinde was unveiled today around the concept of ‘Kaala Teeka’ (black dot). The Kaala Teeka is a clever play on the Teeka with a hard-hitting message of awakening women to realise their potential as voters.  It is observed that while women vote, their family members often influence them in selecting the candidate and party to vote for.

Speaking at the occasion, Sanjiv Sarin, Regional President of South Asia, Tata Global Beverages said, “We are delighted to see Power of 49 grow from a simple thought to a larger initiative with support coming in from the Tata group. Over the years Jaago Re has become a credible platform for catalysing social change.

This time, the campaign seeks to address the underlying reason for women not getting their due from the establishment – the fact that they do not engage sufficiently with the electoral process and do not cast their votes based on an understanding of the stance of candidates on women’s issues. We believe that by inspiring 100 million women to vote based on “Women’s issues” we will be able to catalyse change in this space thus benefitting women and also the country.


We will use television “Soap protagonists” and also other opinion leaders, including corporate and Bollywood celebrities, apart from advertising because in our country the soaps can be powerful agents of change. This will be done through long and short format content on TV/digital and other media.”

Ameer Jaleel the National Creative Director, Lowe Lintas, India said “Given the times we live in today, it is absolutely necessary for us to empower women. It is imperative that the world be told that women must not be treated the way they are, that they are a force to reckon with; especially politicians and governance who can 

do so much more to better the way things are for women in India, but aren't doing much.

Speaking on the occasion, Dr. Mukund Rajan, Member – Group Executive Council and Brand Custodian, Tata Sons said, “The Tata group is delighted to associate with Power of 49, which aims to create awareness among the 100 million women voters of India about their power to bring about change. The group is an equal opportunities employer and believes in promoting gender diversity and inclusiveness, not only in the workplace but also in the communities in which it operates. The coming General Elections represent a great opportunity for the Indian woman to have her voice heard in the political discourse of our country. We believe that women's empowerment is an important subject for our nation’s progress, and Power of 49 is a small step in that direction, seeking to give women their rightful place in the future of our country.”