Sportz Village Xp

Client Brief

TATA Tea launched the Jaago Re campaign in 2007, making the humble
cup of tea a symbol of social awakening. And with Jaago Re 2.0 “Alarm
Bajne Se Pehle Jaago Re”, Tata Tea aimed at changing the nature of
‘React-ivism’ to ‘Pre-activism’ - timely activism to prevent occuring of any
unfortunate incident.

Goal:

Catapult brand’s cause-based messaging through direct touch-points 

Build awareness and credibility for the brand campaign and generate conversations around the new brand approach of ‘pre-activism’; thus also strengthening the brand's position of a ‘thought & action’ leader when it comes to social awakening.

Idea

A vast-scale self-defence training program for school girls, reinforcing
‘preparedness prevents plight’


A strong self-defence program was ideated and implemented in schools for girls between the age group of 10-16 years. The program is aimed at building physical skills in the form of combat practices and mental makeup to handle stress. A variety of self-defence techniques were taught to the girls by experts with a live demo, like elbow strike, chop attack, tiger grip, push kick and knife defence. This was later practiced by the girls who displayed immense dedication and enthusiasm during the entire learning process.

Collaterals:

  • A 2-page document to all participants about updated laws and their rights 
  • Certificates of appreciation for participation and relentless enthusiasm. 
  • PR and Digital media coverage

Execution

School Reach-out: Schools from 10 districts each in Delhi, Uttar Pradesh, Punjab, and Haryana
Timeline: November 2017 – April 2018
Duration of training sessions: 4 days per school, 6.0 hours per student
Program Structure: 4-Phase structure included Registrations, Pre-program Survey, In-School Training through Special training
module developed by Martial Arts experts using elements from various martial arts (such as judo, karate, kung fu, etc) and Post-program Survey to measure the change in the attitude of students & parents)

Result

Tata Tea gets recognition for the brand’s submission to social causes through ‘action’

  • Empowered 1 lakh+ girls from 340 schools in 4 states in over 6 months
  • Authentic content for PR and social media messaging

 

Sportz Village Xp

Activation & Experiential

  1. Bengaluru

Services

Clients

Category Experience

Employees

1-10 Employees

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