Taking forward it’s the ‘Jaago Re’ campaign of Tata Group went successful. Now Tata Group is taking this campaign forward to increase the awareness in voters hence, Tata Global Beverages has turned its focus on the 49 per cent female electorate in India.
The focus of this campaign is Women voters and therefore, in order to make women ‘informed voters’ ahead of the coming elections, the Tata Group launched its ‘Power of 49’ women’s manifesto in New Delhi.
The manifesto was collated after receiving responses from 1.7 million women over phone and multiple social media networks across the country, with the highest participation from women in Uttar Pradesh, Madhya Pradesh, Maharashtra and Bihar.
Vikram Grover, Vice-President, Marketing—India, South Asia, Tata Global Beverages, said among the 10 key issues that women wanted politicians to take up were, zero tolerance towards perpetrators of domestic violence and dowry takers within political parties, more tickets to women candidates to ensure their greater representation in Parliament, compulsory gender-sensitisation of boys in schools, and at least 33 per cent women personnel in the police force.
To carry out this campaign successfully, the company has tied up with various partners, such as Google India, Association of Democratic Reforms and NGOs such as Haiyya. At present, the company is running the campaign through a ‘KaalaTeeka’ television commercial endorsed by leading actors in tele-serials . “We also plan to make 1,000 videos where candidates across the country will air their views on women’s issues and other topics,” he said.
On poll funding by the Tata Group, Grover said: “50 per cent of funding is on the basis of a party’s performance in the previous elections and 50 per cent on an assessment of its performance in the ensuing elections.”