EMVIEs 2014: Tata Tea Gold's Power of 49

Tata Tea Gold's Power of 49 campaign engaged with celebrities on the world stage.

Maxus presented a case study for Tata Tea Gold's campaign 'PO49 IIFA: Birth of a Movement driven by Role Models'. The campaign was shortlisted in the EMVIEs 2014 for the Best Media Innovation - Events/ Experiential Marketing segment.

The situation of women in India has been in the news for all the wrong reasons. Tata Tea decided that the only way society will change is if the leaders and opinion makers change their views as well. They approached Shahrukh Khan for the 'Power of 49' campaign which came out as a TVC. Khan promised to put his leading lady's name before his name in each of his film's credits.

Tata Tea Gold decided to extend it further and tied up with the biggest Bollywood awards - IIFA 2013, Macau. During the event, 50 celebrities endorsed the Power of 49. For the first time in the history of Indian cinema, leading actresses were awarded after the lead actors.

Ten different events were brought under the IIFA banner and Tata Tea Gold was planted intrinsically within each. The experience was brought out live on social media via Twitter, Hangout and others. After the event, it was telecast on the Star network, reaching even more viewers.

Ten million women were influenced, 2.2 million Twitter impressions were created and two hours of Power of 49 content was created. The campaign got twice the value of the title sponsor, at one-third the cost. Research also showed that 100 per cent of those who watched the event preferred the brand.