April 27, 2012

Tata Tea’s 'Soch Badlo' campaign wins three Abby awards

Tata Tea’s Soch Badlo campaign won accolades at the Abby awards, India’s most prestigious advertising awards organised by the Advertising Agencies Association of India and the Advertising Club of Bombay. The campaign has won three bronze Abbys in three categories — 'brand campaign website', 'creative use of social media' and 'digital integrated campaign'.

In November 2011, the Soch Badlo campaign for Tata Tea was launched under the brand’s Jaago Re! platform. The nation was in turmoil; there was a lot of negative sentiment driven by global and domestic factors. However, India still had a lot of positives... if only people looked at it from this perspective. The words 'Soch Badlo' literally mean “change of perspective”... leading to positivity.

The digital campaign is built on the premise that if we place a fresh perspective in the form of a positive story among people, it would lead to positivity. Today, the website is a crowd-sourced aggregator of all things positive, be it real life unsung heroes, music, art or books. Click here to view the award winning entry; it says it all!