Published Research
When Tea Woke a Nation.
Jaago Re turned a commodity tea brand into a social movement using neural science
Signal
Movement
The Study
Tata Tea's Jaago Re campaign is one of India's finest examples of social-identity neuromarketing. Linking a commodity brand to civic responsibility and voter registration activated the brain's moral-elevation circuits, the neural networks that fire during participation in moral virtue. The elevation effect creates a warm, expansive feeling that produces powerful positive brand associations. Brand recall and premium positioning soared without changing the product at all.
Myelin Sheets Insight
“When your brand activates a consumer's social identity and moral purpose, you stop being a product and become a movement.”
Research Details
- Tool
- Social Identity Campaign Analysis
- Year
- 2007
- Market
- India
Next Step
Translate this research into your own category and creative decisions.
Other Case Studies
