Meghna bhairappa thesis

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TATA Tea – An Indian Transnational Company: Its Use of Digital Advertising
Name: Meghna S Bhairappa
Register Number: 14621963
Supervisor: Daya Thussu
Dissertation submitted for the M.A. Global Media, University of Westminster.
2013-2014

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“I followed someone who had very large shoes. He had very large shoes. Mr. J. R. D. Tata. He
was a legend in the Indian business community. He had been at the helm of the Tata organization
for 50 years. You were almost starting to think he was going to be there forever”.
-Ratan Naval Tata, Ex chairman of Tata Group.

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Declaration
I, Meghna S Bhairappa, declare this dissertation is of my own work. During this period of study I
have not registered with any other academic course. To the best of my knowledge and belief this
dissertation contains no material written or published by any other person except to the
references made in the text of dissertation.
It is been submitted in partial fulfillment of my Masters in Global Media in Faculty of Media,
Arts and Design, of University of Westminster.
Meghna S Bhairappa

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Acknowledgement
I would like to express my gratitude to my supervisor Daya Thussu for the useful
comments, remarks and engagement through the learning process of this master
thesis. Furthermore I would like to thank MA Global Media module staff for
introducing me to the topic as well for the support on the way.
I would like to thank my loved ones, who have supported me throughout entire
process, both by keeping me harmonious and helping me putting pieces together. I
will be grateful forever for your love.

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Abstract
This thesis aims to analyse and evaluate the role played by Tata Tea's Jaago Re campaign for the
national elections held in India during the years 2009 and 2014. This thesis will investigate two
case studies for the same purpose, advertisements from the years 2008-2009 and 2013-2014
respectively. As a part of Tata brand's Corporate Social Responsibility venture, this Jaago Re
campaign aims to not only spread the awareness about the importance of being a registered voter
for the betterment of the nation through choosing the right political candidates but also provides
a web platform to achieve the purpose. Through its website platform which is very simple to
follow and self-explanatory for the Indian public which is not technology savvy,the
advertisement campaign and the website then become coordinating tools which help in serving
the good to the society: awaken and become more socially responsible, by drinking Tata Tea!
This thesis, however, limits its scope to the advertisement side of the campaign and shall focus
on how it serves to achieve its aim of reaching out to the Indian public.

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Table of Contents
Declaration 3
Acknowledgement 4
Abstract 5
Chapter 1: Introduction 8
Chapter 2: Background Studies 10
Chapter 3: Theoretical Literature Review 21
Chapter 4: Research aim and question 28
Chapter 5: Methodology 29
Conclusion 51
References & Bibliography 53
Appendix 60

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Abbreviation
International Monetary Fund (IMF)
Bharatiya Janata Party (BJP)
Corporate social Responsibility (CSR)
Member of the Legislative Assembly (MLA)

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Chapter 1 :
Introduction
In emerging economies, India is one of the fast growing country in the world. During 1990`s,
after the economic liberation, India has grown in national economic largely due to the
contribution of corporate. Also, India is known for its history of trade which are on the principles
of cultural ethos, social responsibilities, tradition of darma and karma (Mitra, 2007). During the
twentieth and early twenty-first centuries, corporate in India have created a mark in the country
and globally. The changing attitudes, beliefs and norms of the Indian corporate have shaped the
CSR within India. (Sasidharan, 2010).
In the year 1947, during the Independences of India, the country experiences the socialist
economic standards under Jawaharlal Nehur, the first prime minister of India, and this act lasted
till 1980s. during this insular phase, the state conveyed social objectives with the help of public
sector companies in the form of social responsibility (Mitra, 2007). Narasimha Rao, the Indian
prime minister in 1991 from a minority government, succeeded in initiating the economic reform
which helped in the growth of economy in India. The seven Hindu nationalist party combined to
form Bharatiya Janata Party (BJP) and in the year 1998-2004, BJP continued with economic
growth and polices which are market friendly (Sasidharan, 2010). In the process of economic
liberalization, according to International Monetary Fund (IMF) India has 5.4% economic growth
forecasted for 2014-15. In World economic outlook released, IMF has said, economy growth has
bottomed out in India and this process will be picked up gradually after the national elections. In
the year 2015-16, the Indian economy has projected to grow 6.4% as per April forecast. Also, the
finance ministry Mr Arun Jaitley has said, the growth will be between 5.4% to 5.9% in the
coming year 2015 (Asit Ranjan Mishra, 2014).
According to sasidharan (2010), the economic growth due to the corporate which has led in 1991
after the economic liberalization has developed two Indians: firstly the bourgeois educated
middle class society which has been able to participate in the opportunities built by the
liberalized economy and secondly the rural part of society which has been poorly educated and
gain no benefits from the national economic development. This issue leads to the challenges of
social disparities including Rural population, uneven distribution of genders, the population
growth, education, malnutrition and illness, quotas or employment reservations (sasidharan,
2010). Also, the researches have emphasized on the cultural and religious influence on the
growth of Indian economics where the social responsibilities of merchant guides was about
development of society in the trade, which exists from the 1500- 600 BCE the Vedic periods.
These guides participated more in political and social requirements of the society and the main
objective of these merchant guides was sarva loka hitam, a well fair of everyone (Sundar, 2000,

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sasidharan, 2010). Researches have discovered, Indian commercial communities practiced ethos
of giving, idea of having a charity, philanthropy instilled within the religious and cultural
practices and traditions (Mitra, 2007). Therefore, Indian`s social, cultural, political and economic
context helps to provide a rich source of background to discover the phenomenon of Corporate
Social Responsibility in India
Tata company was one among the first to promote Corporate Social Responsibility in India. The
group has various CSR programs across the nation. Also, the company played an important role
during the General national elections of 2009 and 2014 respectively in India, as part of their
CSR program strategy marketing through the digital advertisement. This has been discussed in
the following chapter.

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Chapter: 2
Background Study
Defining Corporate Social Responsibility:
The Corporate companies engaging in social responsibilities, gain a huge amount of profile
(Idowu and papasolomou, 2007). However, corporate companies involve in social
responsibilities to look better, feel better and live long. Look better in terms of business
colleague, potential customers, media and the investors. And feel good in terms of customers,
employee, board members and stakeholders. It has also been claimed, companies build a strong
brand with CSR and sustain for a longer period, leading to a great amount of profit and
therefore, companies engage in CSR (Lee and Kotler, 2005).
Critics argue, companies should concentrate more on strengthening the stakeholders wealth than
concentrating on social welfare lacking in experience to develop the social issues (Clark-
Murphy, Gerrans, Kristoffersen, 2005,). It has also been said, while performing CSR, the
company detaches itself from business while involving in benefit making for society. This
concept leads to less profit making for the business and hence responsibility of the society should
be taken by people and not the company (Kramer and porter, 2006).
Smith (2007) has a different outlook on CSR, he believes, the companies participating more in
CSR has been rated better in performances giving a competitive advantage and building in better
reputation of company. Also, according to Golob and Podnar (2007) companies can no longer
oppose to the CSR related to societal and stakeholder concern. Since, the demand for the growth
of social and environmental issues has also increased therefore, companies have initiated to
engage in CSR.

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Pyramid of Corporate Social Responsibility:
The corporate social responsibility pyramid by Carroll`s describes the four social responsibility:
Economic, Legal, Ethical and Philanthropic. It is a pyramid created by Carroll, suggesting the
company would come under these category while performing CSR.
Economic Responsibility: The company under this category believes in producing a good
service to the customers. Companies are not suppose to involve in any illegal activates to gain
profit. The customers needs and wants should be fulfilled and gain profit under the economic
mission within the law. (Branco and Rodrigues, 2007). According to Carroll, corporate
stakeholders play an important role in the economic sector without whom there would be no
company. It is the corporate responsibility to make a profit and grow for a long term (Carroll,
1979). Tata Tea Global Beverage holds a fundamental principle which work towards increasing
in shareholders wealth along with considering the wants and needs of the consumers. (Tata
Global Beverages Annual Report and financial Report 2012-2013).
Legal responsibility: companies work towards the goal of economic responsibilities with the
help of written law under the limitations. The society assumes the business to be a part of
productive role in partially fulfilling the social contract. In the case of economic and legal
responsibilities, the companies should meet these requirement simultaneously (Carroll, 1979).
Tata company promises to maintain and prepare the financial and accounting report which are
under the principles, guidelines, law and regulation of the company in the respective country to
maintain a fair business affairs. Also, company promises to provide equal opportunities to their
employees in terms of employment with regard to race, religion, cast, colour, marital status,
sexual orientation, gender, ancestry, nationality, age, disability and ethnic origin. Free from all
kinds of harassment. The Tata tea code of conduct (see appendix 1 for more details on
information regarding code of conduct) is one of the main documents signed by both employee
and the supplier.
The legal responsibility also includes, the Tata Group should produces an accurate and complete
financial statement including time sheet, expenses report and sales record being accurate and
timely related to law of the company describing in detail without miss stating documents and
facts. These recorded documents are the basic to maintain the organizations business and to
achieve its obligation to costumers, suppliers, employees, stakeholders and regulatory authority
(Tata Code of Conduct, 2013).

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Ethical Responsibility: the norms, unwritten law which the company follows, the values which
are derived from the society however, if a company does not wish to follow certain ethical
responsibilities, there won’t be any legal consequences but it is risky for the company to avoid
ethical responsibly. Since, the credibility of the company might be questioned by stakeholders
(Branco and Rodrigues, 2007). Employee of Tata, even the chief executive and the full time
directors would perform the cultural deportment in the respective countries. Also they deal with
honesty, integrity and professionalism behalf of the organization maintaining the high moral
standards. Importance in the tata company will be given to every individuals, and their human
rights (Tata Code of Conduct, 2013).
Philanthropic Responsibilities: the voluntary work performed beyond the expectation by the
companies. Corporate Philanthropic or Corporate social responsibilities (CSR) is developing
rapidly in today’s world which places an important role in field of business. Companies invest in
CSR as a part the business strategy and become more competitive. Corporate philanthropy is
derived from the believes of top management. Its about gaining a good brand enhancement and
having a strong reputation of being capable positive citizen (Branco and Rodrigues, 2007). The
tata group, an Indian conglomerate spent over Rs 1,ooo crore on CSR in the year 2013-2014. It
has spent over 2% of the net profit, this amount has gone under the education, nutrition, disaster
relief, livelihood, biodiversity, skill development and health (Reeba Zachariah ed.al , 2014).
Also, Dr Rajan the Chief Ethics Officer and Chairman of the Tata Council for Community
Initiatives of Tata Sons Limited spoke about spending Rs 60 corer more in 2013 to the CSR. He
also recalls during 1880`s Jamsetji developed a crèche for the women, working at tata textile
mills. This initiation Tata group has taken before the regulatory requirements. The pension fund
in 1886: media dispensaries, 1895: fund provided for accident compensation, 1912: 8- hours
working. In 1948, this was legislated. Importantly, in 1920 Tata group introduced benefits for
maternity, a leave with pay and in the later year 1950`s this became a law in the country (Press
Trust of India, 2014). Also, Dr Rajan says “The wealth gathered by Jamsetji and his sons in half
a century … is held in trust for the people and used exclusively for their benefit. The cycle is
thus complete: what came from the people has gone back to the people many times over ” (Press
Trust of India, 2014).

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CSR Communication:
It is important to have a good communication between the CSR initiatives and public awareness
to gain a potential benefits from the organization. Therefore, it is essential to strategically and
intelligently communicate the content to public (Morsing & Schulz, 2006). The business
scandals are reported by the new media to the public, but it is responsibility of a company to
inform public about the good things company practices. To gain a successful content oriented
message, the company should consider its main objective while having a public communication.
The main objective of the CSR initiative is to help company have all the benefits company
achieves and it is important to communicate the motives and involvement of the company to
achieve a greater CSR programs giving a valid explanation of choosing on the particular cause
and should deliver its commitment towards that cause (Du et al, 2010).
Companies use different approach to communicate CSR based on their target audience.
Companies try to influences audiences with their information about good things they practice.
Companies annual report is used to influence and communicate investors and shareholders which
also include finical data (Du et al, 2010). Companies CSR programs can be highlighted by press
release attracting media attention. Newsletters, internal web portals, emails are the channels
which can help the internal communication among the employee also by including the
company`s CSR initiatives. It is important for the company to improve their public image while
selling the products to consumers, channels like; print advertisement, television commercials,
product packaging and billboard advertisements are few traditional marketing channels which
can help improve the image of the company in the public. Corporate communication spreading
through the world wide web due to its larger reach, low cost, target audiences, flexibility on the
content and accessibility can help in two way communication (feedback, blog, comments) with
the stakeholders. Corporate websites have many target audiences; employee, customers, media,
investors addressing with different content. The reports about CSR are targeted to activist,
investors, NGO`s and to attract larger audiences, internet communication would help in sharing
information therefore part of companies websites can be dedicated to the CSR visitors to provide
with information also making use of social networking sites like facebook, twitter would help the
company invite more consumers to support the cause (Du et al., 2010).
The two communication approach used by CSR are advocacy advertising and cause promotion
(Menon & Kahn, 2003). Advocacy advertising; the company supports a particular cause under
the interest of public or a group, and not by promoting its services or the product. The company`s
focus is on the channel that engage in communicating through the philanthropic organization
than focusing on the company itself (Menon & Kahn, 2003). Cause promotion also known as
cause marketing encourages the audiences to buy a product which helps in benefiting the cause.
when the company does not show how it has been benefited by this act of advertising, the

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consumers might not be able to understand the actual motives of the organization which might
lead to an elaborate understanding by message receivers. Therefore, an obvious motive is
portrays by the company to sell the product says Menon and Khan (2003). This helped in
understanding the reason behind selling a product by supporting a cause which helped company
gain a business benefit. Advocacy advertising mainly focuses on experience caused which lead
to company`s motives for promotion. Menon and Khan also stated, cause promotion in CSR
helps in gaining a higher rating than advocacy advertising (2003).
In CSR Communication, it has been focused on the content of the message and the channel(s)
used in distributing the information (Du et al, 2010). The company should participate actively in
clarifying Csr content of messages by highlighting few important factors; Motives, commitment,
impact. The companies make use of rhetorical framework of responsibility and attributes to
maintain the content specific factors. Companies involve in various consistency, duration and
input to maintain the activities of Csr commitment. This in turn, creates an company`s,
stakeholder`s views over the company`s efforts of sincerity and the motives which helps in
influencing the company`s. For example, to make a better profit to the company, CSR engages
`Flavor of month` (Du et al.,2010). Input also varies according to the stakeholders perceiving
patter by the company`s efforts of sincerity. The amount of input also depends upon the
durability connected with company. For example; when the input of companies donation is of
high amount to the social cause, the stakeholders might be suspicious about the durability which
is low when the input of donation by company is high. However, if the company provides the
funds for a long term perspective highlighting on the motives and credibility of the increase then,
stakeholders might have an positive attitudes towards the CSR initiatives and the company
motives (ibid, 2010).
• Commitment given to a Cause.
The company contributing to a cause of society through CSR can be evaluated by the impact and
longevity (Maignan & Ferrell, 2004). Ellen et al.`s (2006) according to their study found , it is
important for a company to have its commitment for a longer period, if not the consumers might
think organization tried to meet others prospects rather than concentration on their own company
through CSR. Participating in companies CSR can not be achieved by insincerity, long term CSR
provides the motives and credibility of company. The commitment by CSR initiatives leads to
the outcome of cause it supports. Stakeholders of the company expect CSR initiates to invest in
most effect cause which can lead to most effective impact (Du et al., 2010, p. 16). Therefore,
results and efforts of company`s should be reported by CSR communication strategy to have the
maximum effects on perception of stakeholders on company.

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• CSR fit of company
The CSR fit is a congruency between social issue and the core business of company to
communicate is very important says Du et al. (2010). According to Porter & Kramer (2002),
Corporate companies are expected to participate in the social issues that engage in logical fit of
corporate activities and is expected by the stakeholders. Company`s participating in social issues
perform an increase in the economic benefits of the organization Also, Porter & Kramer (2002)
states, economic and social goals are connected internally. In developing countries if the
initiatives are taken on securing a good work conditions, improving social and economic
conditions and preserving environment would lead to the new markets and increase in production
and sales, motivating the employees to work and perform better. Du ed al. (2010) argues,
company with CSR activities should have a apparent fit, the CSR message should be delivered
and explained clearly to the stakeholder to reduce the skepticism. This is referred as `contextual
cues` by Hallahan (1999) which helps the stakeholders interfere with intended message. The
company on other hand should make public serving and firm serving motive, as stakeholders
expect balance among the philanthropic and economic motives. Expectation from the people can
deliver to another context, referred as `priming`. This practice helps the communication
practitioner to deliver contextual cues leading to guild the stakeholders (ibid, 1999).
Therefore, contextual cues and priming are two important framing mechanisms helps in
effective communication as this helps in developing company`s action in CSR communication,
responsibilities and attributes. This study of literature review helps in explaining different
aspects of CSR communication with public and stakeholders including, commitment of company
to the cause, attribution of companies motives.

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Tata Group and CSR:
According to Hopkins (2007), Tata Groups were the first to practice and promote CSR in India.
Tata company has over 140 years of experience , tradition following with national development,
leading conglomerate in India (Urip, 2010).Hopkins (2007) states, after the group has paid the
tax (PAT), around 30 percent of its profit is invested in the development of the community
across India. Tata council for community initiatives is the central administrated agency of Tata
group which helps in development of environment management, social development, employee
volunteering and biodiversity restoration. The Tata groups CSR varies from education and
health to tribal village disadvantage, livelihood of well being of women and children and many
more initiatives taken by the group has helped in developing the country. The group has also
built many houses (towns) for the employee`s working in a industrialist area near the factories-
Jamshedpur, Mathigiri, Babrala, Mithapur (Hopkins, 2007).
Tata group has always taken part in CSR since the time of Jamshetji Tata, the industrialist who
was an entrepreneur of Tata group. The workers welfare was given a priority from the time of
textile ventures, he also considered the requirements of the country. Supporting the students with
scholarships to study abroad during 1892 Jamshetji Tata established the first science center in
the country. Also provided the rehabilitation to the natural disaster by providing hospital and
atomic research center. This was developed by helping Ghandhiji`s campaign held for racial
equality in South Africa. From the early stage of tata group, the company has taken several
initiatives in developing society. Tata group company is held by Tata sons limited by having
more stakeholders in this company. 66 percent of capital is under tata sons working towards the
philanthropic trusts provided by members of Tata family (www.tata.com, 2014). “This is not
only a practice but a tradition in the group and is embedded in the corporate DNA of the group”
say`s Mukund Rajan, Tata group brand custodian. He also states “The wealth gathered by
Jamsetji and his sons in half a century… is held in trust for the people and used exclusively for
their benefits. The cycle is thus completed: what came from people has gone back to the people
many times over” (Press trust of India, 2014).
Tata`s philosophy from the early to recent years `Give back what you get` has been followed all
over India. In the field of health care, rural development, education, relief measures, art and
culture, this has resulted Tata to contribute to society. Different Tata companies plays an active
role in various social work. Like Tata chemicals work on rural development programs at Babrala
and Okhamandal. Tata consultancy service leads an program for adult literacy, Telco at
Jamshedpur work fighting against leprosy, Titan at Hosur has employed disabled individuals.
Education program by Tata Tea and Tata Relief committee helps in disaster affected areas
providing a relief during the natural calamities (www.tata.com).
In 1964, Tata tea a non alcoholic beverage was set up by J.R.D. Tata in Calcutta. It was formed
as a joint venture with James Finaly, UK based company to have a value added tea. Today it is

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the world second largest tea producer and manufacturer (www.tataglobalbeverages.com, 2014 ) .
As part of welfare vision, Tata tea since 1980`s contributes to the welfare of society by providing
specialized education, training to the physically and mentally challenged individuals, the under
privileged. The Srishti welfare center in Munnar has many programs for young adults and
differently able children. Having five units; The Dare School: founded in 1991, proving full-
fledged training for developing the self help skill and social skills like painting, cooking,
gardening, tailoring and so on in helping the special need children and youth to make
independent living, for instances by the welfare committee, the paintings by these members are
printed on greeting cards and are sold. This makes them lead a normal life by becoming an
earning individuals. The Dare Strawberry Unit: making preservative strawberry by challenged
young adults to make their living by selling the products. Athulya: hand made paper are
manufactured and produced. Here, it is tought how the waste products like paper can be recycled
into various other objects. Aranya: project based on learning natural dye started in 1994.
Confectionery Unit-The Deli: in 2009, confectionary and fast food making training program was
set for individuals. Later the srishti foundation had a tie up with Indian hotel, The Taj in Mumbai
giving opportunity to the special abled individuals as an employee
(www.tataglobalbeverages.com, 2014)

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Tea culture in India:
It is said, in the form of flora and fauna tea existed from the time of Ramayana (Hindu religious
epic written in Sanskrit, believed in 3rd century. B.C.) in India, carried for medicinal purpose
from Himalayas. During 12th
century, ahom aboriginal`s individuals of Assam were used to
drinking tea. From 18th
century, 1830`s British recognized and cultivates Tea in larger quantity
in India for export and the marketing purpose. It was only in 19th
century Tea was known among
the Indians, when Indian Tea Association was owned by British. Tea had a, Promotional
Campaign organized by British: Tea stalls were set near railway station, cities and towns, home
demonstration was arranged and factories encouraged tea breaks. End of 19th
century, 70 percent
of Indians started drinking tea with agriculture crop of 715,000 tons per year. Only in 20th
century tea popularized in India. Today, India produces a high quality of tea for international
market and for themselves having estates in Assam, Taiml Nadu, Kerala and West Bengal
(Roshan, 2012., <www.delhimagic.com>, 2014).
Roshan (2012) says, The initial development of tea culture effected the rural and urban areas
gradually in India. Rice, jute and cotton mill by Indian merchants was established in 1910`s and
the employee and other members of the factory and mill were habituated to drink tea. The
merchants knew the benefits of drinking tea which provides energy and helps workers perform
better. This resulted in small tea stalls in and around the factories for a low cost. In 1911, several
visits of Queen Mary and King George V to India lead to a social gathering with the round table
tea conferences. Later Indian intellectuals accepted and practiced the method of tea over
conferences in the urban culture. India is a democratic country, during 1934 in Bombay Indian
National Congress session was held followed by a tea interval. This beverage occupied a lot of
attention among the Indian`s, many poets and writers composed Tea as a social beverage in
literature in the form of poems, novels, short stories and drama: like Dwijendralal Roy (1863-
1913) In his poem, he portrayed Tea in a prayer form. Rajshakhar Basu (1880-1960) the
humorous writer spoke benefits of Tea over alcohol which bought happiness to the young
Bengalis. Later in 20th
century, Tea in the form of poem, short story appeared in contemporary
popular magazines. Roshan (2012) also talks about Indian cinemas having a great influences
among the Indians and tea been used in also most every religion movies in India from 1950`s
showing a sense of social culture.
“Tea is an Indian beverage, very much part of Indian culture and indigenous to India. The British
didn't bring it from outside, the Britishers however to some extent commercialized and
popularized it in India. Tea was exported from Assam to London in 1830s and clearly shows that
we had tea before Britishers came to India.” states North Eastern Tea association chairman Mr.
Bidyananda Barkakoty. (Dean Nelson, 2012). The English people employed many servants and
taught the cook, method of preparing tea with milk. The English got used to habit of drinking tea
and offered their Indian guest, the same in terms of cultural exchange. This was Imitated by
upper class among the Indians. Due to hindu`s having strong dominance over cast prejudices,
Muslims were employed as household servants and staff administration in India. Muslims, the
Mohammedans would consider Tea for a drink over alcohol because of religious belief and Tea
with cows milk offered to a Hindu would be consumed. According to Hindu religion cow is
worshiped as their god says Roshan (2012). Tea has been considered for its health benefit,

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enjoyment over the drink, mass consumption and over a discussions. Tea`s popularization has
spread over religion: Buddhism and Muslim, says Paul Leung Kin Han (2007).
The original culture for tea drinking started from china, but there are no such written records
says Han (2007). During the 11th
century, tea stood for an herbal drink. Later, the leisure tea
drink was enjoyed at social events for personal enjoyment and few cultivating a hobby for tea
drinking (han, 2007). Historically, India as a country was divided on grounds of Hindu and
Muslim religion during 1947. India`s security among the states has been threatened by Muslims
who support Pakistan, portraying Muslim religion is above the state in India. there is a mutual
hatred and distrust among these two religious people. Majority of Indians still think on terms of
cast rather as a nation and are politically immature. This as a whole is been taken as advantage
by politician, and exchanging the security of country for the purpose of votes says Ranganathan
Magadi (2006). Throughout India, Tea is consumed in every state at least ones a day. Tea
consumption was twice a day among communities of Gujarat. However, tea drinking habit was
universalized among all the cast in India. Since 20th
century, tea drinking custom was widely
spread in India (Sen, 2009).

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Tata Tea Compay:
Tata tea limited is an Indian multinational company owned by Tata Groups. In India, recognized
as “super Brand”, this non alcoholic company was set in 1964 with Uk based james Finaly &
company as a joint venture. Headquarters of Tata Tea Global beverage is in Kolkata, in India
having 54 tea estates. Tata Tea has five important diversified brands in Indian market: Tata Tea,
Tetley Tea, Chakre Gold, Kanan Devan and Gemini. the company has its tea estate in Srilanka
and in India: Assam, eastern India, West Bengal and Keral in south. The company is the largest
manufacturer of Darjeeling and assam Tea and second largest tea manufacturer of Ceylon Tea.
(www.tataglobalbeverages.com ,2014).
The company markets Tea under the name of Tata Tea, Tetley, JEMCA and Good Earth. In
India, Tata tea is the biggest and leading brand product. In united kingdom, Tetley is biggest Tea
company also in Canada, Unites states Tetley Tea is the second largest producer of Tea. JEMCA
is leading company in Czech Republic to produce Tea. The company has its brand presentences
in 70 countries. Harish Bhat, the CEO and managing director of Tata Global Beverage says: "We
are happy to report steady growth in a very competitive global market. Growth trends have been
quite different across continents, with Europe presenting the most challenging environment.
(www.tataglobalbeverages.com ,2014).
Tata Tea: Jaago Re !:
Tata Tea limited started a brand campaign named “Jaago re” (wake up) in 2007. This campaign
highlighted on the social responsibilities, one should practice as a citizen of India. In this
campaign, Tata brand delivered a social message. This helped in changing the pattern of
consumer behavior and helped the marketers to promote and sell their product in different way.
“Jaago re” is a campaign of Tata tea which not only wakes you physically but awakens you with
refreshing chai (Tea). Also, the purpose of company launching this campaign was to deliver a
unified message about four brands (Tata Tea Premium, Tata Tea Gold, Tata Tea Agni, Tata Tea
Life) which shifted under one umbrella, Tata Tea (www.tataglobalbeverages.com ,2014).
However, Tata Tea is not an NGO or a social liberator, but India’s biggest branded company.
According to Regional President, South Asia Mr Sanjiv Sarin "We are now India's number one
tea brand, volume and value. Obviously there's a rub off that's happening and that to us is the
strongest result. Yes brand parameters and health are improving. At the end of the day we've had
strong business results." (www.tataglobalbeverages.com ,2014).

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Chapter: 3
Theoretical Literature Review
Semiotics: Introduction:
Semiotics is considered as the study of sign, in the social life. It is the analysis of how a meaning
is developed and in what way has it been represented. In daily life we use an action method to
deliver message to individuals around us, thus Semiotics can be practiced in all kind of human
activities which includes theatre, cinema, painting, architecture, medicine, religion, politics and
history. (chandler, 2005). Advertisements when analyzed, through the non verbal and verbal
actions it seems to be a transparent form of communication which takes place through message,
helping in build a strong cultural identity, social responsibility. (dyer, 1982).
Semiotics are more concerned with the signs in this society. These various signs: the structure of
image, gestures, words, objects and sound depends on how these signs are used to convey a
message and how it has been received by the people. These signs developed by humans can only
be better understood by studying how it has been used while delivering the message to people.
The focus has been mainly on the message communicated through the signs which are created.
Semiotics can be applied in our daily life to deliver a message through sign for example: pulling
ones earlobe is a sign to the auctioneer (Fiske,1990). Understanding the hidden but yet the
straightforward meaning in a communication in our daily life; literature, body language, music or
speech etc can lead to understanding of how and in what sense we have interpreted the meaning
is what semiotic is concerned with (chandler, 2005, Bingnell 2002).
Great philosophers like Aristotle, Locke, Ockham, Mill and Hippocrates made a contribution to
the early semiotics ( Tiefenbrun, 2010). Modern semiotics was developed by two philosopher
named Ferdinand de Saussure an Swiss linguist and Charles Sanders Peirce an American
philosopher who inspired the work of Algirdas Greimas, Roland Barthes, Yuri
Lotman, Umberto Eco, Christian Metz, and Julia Kristeva who contributed to the later modern
semiotics. (chandler,2005). Structuralism has been used by many semioticians based on
Saussure`s linguistic model. Structuralism has been approached in 1950-60`s which was
developed to seek a challenge of common sense. That is to say, sign has one natural meaning
referred to denotation therefore, denotation can be assed as a common sense. The naturally
occurring meaning which is illusion of second order meaning connotation. The world is almost

22
the same as we perceive it, relation among the sign and the outcome of signification
(Seiler,2005).
The Two pioneers of Semiotics :
Ferdinand de Saussure (1857-1913) and Roland Barthes (1915-1980)are the two pioneers of
semiotics, Saussure developed the basic fundament of semiotics, practiced and applied to
language and this idea was extended by Barthes, word and an images having a relationship
between each other, delivered in the form of message to create a idea (Seiler,2005).
Ferdinand De Saussure: Saussure from the field of language and linguistic, believes sign as an
object having a meaning, which is developed by signifier and a signified . Signified which stands
for a image, object, sound, leads to the signifier that is to say, the concept which the perceiver
has in the mind, the understanding and interpretation of the subject in the receivers mind leads to
the signifier (Fiske, 1990, Berger, 2005). Most importantly, according to Saussure, the relation
between a signifier and a signified is arbitrary. For example, T.R.E.E. is a four letter word
(signifier) which has no relation to the existing objects: leaves, bark and the size of plant
(signified). The concept of a Tree (signified) and the sound image of “tree” (signifier) have a
relation to the sign “look at the tree” (signifying act) (Baeten,1996).
Saussure insisted, there can be no fixed natural meaning to the sign, which has a relation between
a signifier and a signified. According to Saussure, the concept gains a meaning because of what
stands opposite to it. The differences, an object has is due to the comparison of other objects
existences. The meaning of the sign (physical object with a value) can be understood by the
existences of other sign (Hall,1997, Fiske,1990). Saussure, signifies “red” not because of its
“redness” but because of its existing differences between the red and the blue. Also, in
Saussure`s term, language is arbitrary and produces various kind of signifier. The signified
(Tree: tallness of tree, leaves, bark) creates a different meaning to the different language.
Example: During early centuries, the western society signifies black to something evil, dark,
dangerous, devilish and sinful but during 1960`s in America, the perception about black changed
to beauty. That is `Black is Beautiful`(Hall,1997). The communicated meaning developed is
based on sheer opposition. This concept helps to classify the complex world. (Fiske,1990,
Hall,1997, Berger,2005).

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Roland Barthes:
• Denotation and connotation
Roland Barthes, extended the study of Saussure through the areas of communication. He
worked on the meaning, a sign system produced. Introducing a perception about myth in
semiotics by extending Saussure’s concept of signification to cultural theory and visual analysis
(chandler, 2005). Example: Tree, the word when seen or heard (signifier), is always related to
its bark, leaves and the tallness of the plant (signified) this image forming such basic description
in the mind is what Barthes calls denotation, the first order meaning. However, the word tree
when heard or seen can totally build a different meaning to what it is for which Barthes calls
this as connotation, the second order meaning. According to Barthes, connotation meets the sign
(the physical object) to work with second order signification (conveying a meaning) that is to
say when sign interacts with the feelings of the user in the most subjective order. Connotation
depends on the context also it is symbolic and ideological (Fiske, 1990, Hall 1980). Example:
when the tree is pictured in a horror novel, it generates fear. Similarly, when the tree is
described in a romantic novel it is likely to stand for peace, love. Signs generate multiple
meanings depending on the context and the way it has been framed. Therefore, the differences
between denotation and connotation is clear, Denotation is about the obvious meaning the sign
(physical object) carries, and connotation is about how the meaning has been framed and
carried by the human mind (Fiske, 1990). Barthes states, the second order connotation is the
signifier of denotation, the first order. The sign of the first order becomes the signifier of
connotation. This has been clearly explained by Barthes with the photography example. The
photograph clicked is the denotation and the decision period when the photography is taken, is
the connotation. What has been photographed is the denotation and how has it been clicked is
the connotation. The connotation is carried by the ideology which was also named as “myth”
(Fiske, 1990:91).
Since, there is an interrelation between the denotation and connotation, both the analysis of
message is important to have a clear and overall meaning about the picture.
• Three types of message-
To deal with the everyday activities like photography, food, cloths, advertisement, film and
much more Barthes developed a second linguistic which not only involved grammar and words
but also involved the discourse. The discourse and text linguistic theory. In the linguistics,
Barthes then researched on non verbal data such as images, with the help of photography and
advertisements detailed analysis. Verbal and non verbal signification together delivered a

24
common meaning on the whole. The photogenic image which delivered an obvious meaning had
a different outlook, then the depicted version of meaning. Due to the cultural implications.
Barthes experienced the biggest challenge in explain the meaning of such image
(Bateman,2014).
According to Barthes, such an artefact contained three messages. Firstly, the linguistic message
dealing with the visual side of advertisement and secondly, a coded and uncoded iconic
message, dealing with the non verbal side of image (advertisement). Barthes gave a clear picture
about the differences among verbal and non verbal elements(Barthes,1964: 47-53)
 Linguistic message:
This kind of message is straightforward, considering verbal form of words that appear; headline,
body copy, caption or paratext in an image. For example, The textual form of advertisement was
limited to brand name and simple advertisement slogan. The linguistic message can contribute
to the image of an advertisement in two ways; anchorage and relay. Barthes related denotative
and connotative to the meaning of linguistic message (Bateman, 2014)
 Anchorage:
a) Identification: The verbal text delivers the obvious meaning of the image. In Barthes
words, it’s the denotative analysis of image.
b) Interpretation: The verbal text helps to limit the receiver`s interpretation of an image and
helps the sender to deliver the depicted message, stimulating certain connotations. In
Barthes words, the connotation analysis of image
 Relay:
The behavior which continues the story forward by means of caption. The image and the
verbal text plays an important role, complimenting the syntagma. Relay is used more in films
than the fixed images.
• Noncoded Iconic Message: The Non coded Iconic message deals with the denotative form,
without interferences of connotative meaning. The picture seen without a code but with a
message. The message seen by an individual’s in the advertisement (Bateman, 2014.)

25
• Coded Iconic Message: The coded Iconic Message is the connotative message of an image.
The meaning what is interpreted by an individual after seeing the picture. Therefore, every
connotative message differences from one person to another based on the cultural
background. The signs which are interpreted by an individuals from the advertisement
(Bateman, 2014).
Louis Althusser, Marxist and Antony Gramsci:
Louis Althusser(1971) developed theories of Ideology, second generation Marxist. Also,
influenced by the ideas of Freud and Saussure. Therefore, the theories of unconscious and
theories of structure were included in the theory of ideology. According to Marx, the ruling class
ideology were developed which were naturally and normally accepted by the working class in
the state of false consciousness. Marx assumed, more than the ideology, it was economic state
which created a bourgeois society leading to the equal and fair ideology. Marx believed, in the
equal and fair society, there can be no need for an ideology since there would be true
consciousness about the social relation and themselves. At the first, Marx believed, ideology
was idealistic than Materialistic (David Mclella, 1995)(Fiske,1990b). And according to
Althusser, ideology is a social process involves communication therefore, when the
communication address us, we response to it which involves in a social relationship leading to
participating in ideological and social construct (Fiske,1990b). also, Althusser says, when the
denotation is first learnt, this has been positioned among the ideology leading to learn the second
order connotations during the same time (Chandler,2005). Antony Gramsci, second generation
Marxist proposed a term hegemony, referring to ideology as a battle. Always the need to win and
rewin with the lower subordinate group who opposed with paints of dominant ideology.
Hegemony leads to a common sense strategy that is to say, if the dominant ruling class idea`s are
made to appear in a common sense, then the ideas are easily accepted (Mclellan, 1995,
Fiske,1990b).
Myth was introduced by Barthes based on Marxist ideas (Fiske,1990). Sign gives a particular
shape to the myth and value which leads to making it public. When the signs are used, it gives a
life to the ideology. (Fiske,1990). Sign gets involved to reinforce and maintain the second order
meaning, ideology gives rise to connote and myth (Bignell,2002). Larrain (1980,145-150) has
given the differences between the myth and the ideology based on the theory of myth by Le´vi-
Strauss’s: myth solves the social contraction and ideology solves the contradiction with the
nature and the common factor among myth and ideology is, they develop and function in the
unconscious (Larrain,1980). Veron say`s, ideology is opposite and similar to the science: the
scientists who presents unproved data reacts in the most ideological manner, on the other hand
science acts as an neutralization making an efforts to the connotation unlike ideology

26
(Veron,1971: 71). Ideology has the relationship among the sign, connotations, myth and the user.
(Fiske,1990).
Ideology and propaganda:
Analysis of Barthes, Ideology is a way in which the reality can be perceived by society, based on
ideas of truth and untruth. Ideologies are always shared among the members of society and
discussed, which might cause some conflict among the individuals of the society (Fiske,1990).
Marxist associated ideology to the social class than to the labor class. According to Marxist,
ideology is social relation rather than individualistic relation. In Barthes book, The Pleasure of
Text. He defines ideology as; “It is precisely the idea insofar as it dominates: ideology can only
be dominant. Correct as it is to speak of an ‘ideology of the dominant class,’ because there is
certainly a dominated class, it is quite inconsistent to speak of a ‘dominant ideology,’ because
there is no dominated ideology: where the ‘dominated are concerned, there is nothing, no
ideology, unless it is precisely-and this is the last degree of alienation- the ideology they are
forced to borrow from class that dominates them” (Barthes,1975: 32). The perception donated by
the ideology is not only to the individual or to the world, but on the other hand the power is
naturally been selected and systematically distributed in the society (Branston, 1996:117).
Propaganda is spreading of ideas and information in a manner which will be accepted by the
audiences. It is a planned discourse having a unique style, helps the audiences trust and believe
in its content. Used by the politicians who makes use of propaganda in an organized and well
structured manner for their voters to believe in what has been said by them. Advertising and
propaganda holds a similar method (Branston, 1996:117). Cunningham (2002) in his book “The
Idea of Propaganda: A Reconstruction” explains the relation between ideology and propaganda
stating, ideology is studying the ways to altering or sustaining the relation of dominances, and
propaganda is having a discourse in ideology. Although propaganda and ideology are often
related to politics, the content of it is affected. In 21th
century, ideology to a global brand refers
to economic and politics and propaganda referring to the advertisements which increases in
promoting the ideology of influencing power (Branston, 1996).
According to Goldman (1992), advertising provides a vision of the world relating to economic
and social issues in the society. Advertisements are based on ideology : reflecting ideas, beliefs,
opinion of the society. Ideology leads to creating a sign which generate a message therefore, the
relation between ideology and semiotics is, through ideology there is an establishment of
message.

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Advertising semiotics:
It is assumed, when the semiotic analysis of the advertisements produce a meaning, the meaning
is been carried out from screen or sheet of paper to the outside world to shape the significant of
the reality, which will be experienced. The audiences are made to see themselves in the
advertisements, in the reality of social world. This helps the advertisements to promote the
product (Bignell, 2002). Advertisers use symbolic and emotions appeal to persuade the
consumers to buy the product. More than promoting the use of the product, marketers promote
the products based on the value it carries for consumers (Dyer,1982, Edwards 2000). Baudrillard
extendes, Marxists theory which states, a washing machine advertisement is not based on value
of machine, but advertised on how it makes the consumers feel. Here, the washing machine, the
user value symbolizes of washing the cloths. But if any product which are sold to consumers in
terms of symbolic value, it becomes very easy for the advertisers to communicate to the
consumers. Importantly, it is important for consumers to understand the advertisers symbolic
meaning and the message. The advertisers perform this act by semiotics (Baudrillard,1996).
Advertisements provide knowledge about brand and helps in modifying attitude towards the
brand. Attitudes are formed when associated with various things like, brand, word of mouth,
brand value, habits, peer influence. Attitudes are developed due to the knowledge the consumers
carry about the brand. It is very difficult for the advertisers to engage the consumers in
something which they are not interested in, specially when the television commercial
advertisements last for few seconds, therefore, to persuade the audiences to buy the product and
modify the attitudes there should be new information delivered about the benefits of brand,
performances and personality. But, it is very difficult to persuade the individuals having a strong
beliefs which does not match the beliefs from advertisements. More than the advertisements, it’s
the direct experiences faced by consumers which helps in modifying the consumer’s attitude
(Jones J. P., and Slater J. S., 2003). Within the limited period of seconds, the advertisers should
make an effective use of communication (Fiske,1990). Advertisements can be better understood
by consumers when, understandable language is used along with `pre-existing bodies of
knowledge` (Bignell,2002).

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Research aim and Question
Aim: The research aims to study how does the Tata corporate company effects the political
moods of country through the commercial advertisement during the national elections of 2009
and 2014 through digital advertisements.
Main Question: How does the Tata corporate company effects the political moods of country
through the commercial advertisement during the national elections of 2009 and 2014 through
digital advertisements?
Sub Question.
• What communication and visual strategies does the TATA company use in there digital
advertisement ?
• How has the Tata company succeed in connecting with political discourse ?

29
Chapter: 5
Methodology
Qualitative refers to the process of entities which are not measured or experimented. Qualitative
researchers look forward to study how the social relation/experience is developed and given
meaning. Qualitative research goes by different and varieties of lable, which consists of methods,
theory, analysis, epistemology, methodology. Behind these terms are the specific personal
biographies who are involved in the particular racial, gender, class, ethnic and cultural
community perspective and approach the society and the world with specific set of questions
basically with set of idea (Denzin, N. and Lincoln, Y., 2003).
Content analysis include a qualitative research method. It is a process which involves systematic,
careful and detailed interpretation and examination of a particular text. This, recognizes the
pattern, biases, theme and meanings. It is assumed, in content analysis, the codes which are
available are already discovered and described (Denzin, N. and Lincoln, Y., 2003). In content
analysis, researchers study the social communication. Basically, these materials are either in
form of written material or the recorded transcript which are available in documents.
Primary method used in this study is semiotics, used for visual text analysis (hall, 1997). Dyer
(1982) and Williams (1978) recommend semiotics to study the meaning making of advertising
through critical analysis. This study is on the basis of theories proposed by two pioneer in the
field of semiotics, Saussure and Barthes. Mainly considering Barthes work focused on image
relation and message relating to visual media in television advertising (Seiler, 2005).
Ideas and opinions are delivered in advertising through reflecting society within the culture.
Advertisements contains signs as generating ideology, making it appear natural with help of
codes to reproduce bourgeois ideology. Therefore, signs are used by ideology to convey message
(Chandler, 2001). This relationship of ideology-semiotics helps in result of this study, throught
television advertisement how has Tata Tea company targeted different sector of society during
the national elections on 2009 and 2014 respectively.
This study considers the analysis of visual media, focusing on representation of image presented
in advertisement. Davidson (1992), considers images are designed to communicate and
strengthen the ideological truth. According to Dyer (1982, p.82) these images are “made to seem
true” referencing to non verbal communication such as appearances (gender, age, hair,looks,
body size) manner: (pose, cloths, eye contact, expression) and activity (body movement, touch
and position).

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Discussions, Result and analysis of Data
I have analyzed four television advertisements from Tata Tea company. Two advertisements
launched during 2008-2009 from Tata Tea company in India during the national elections of
2009. and other two advertisements launched during 2013-2014 by Tata Tea company in India
during the national elections of 2014 respectively. These four Advertisements will be considered
as four case studies.
One each Advertisement from 2009 national elections and 2014 national elections will be
compared respectively to analyze how has tata company influenced the political mood of nation
during national elections by targeting different sectors of society in India. this will be done with
the help of analyzing the visual and verbal communication from the advertisements.
In the first case study, I have taken the advertisement from the year 2008 which was a part of the
awareness strategy campaign called “Jaago Re” launched by the Tata group as a part of its CSR
to spread awareness about importance of voters participation in the upcoming National elections
in 2009.
In the second case study, I have taken the advertisement from the year 2014 which was a part of
the awareness strategy campaign called “Jaago Re” launched by the Tata group as a part of its
CSR to spread awareness about the 49% of women voters in National elections of 2014.
In the third case study, I have taken the advertisement from the year 2009 which was a part of the
to spread awareness about importance of working towards anti corruption for the National
elections in 2009.
In the fourth case study, I have taken the advertisement from the year 2013 which was a part of
CSR to spread awareness about the women safety and rights for the National elections in 2014.
In all the four case studies, first, the advertisements are described and then analyzed followed by
conclusion in the end of all the case study.

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Case study 1:
Below is a case study of an advertisement from the year 2008 which was a part of the awareness
strategy campaign called “Jaago Re” launched by the Tata group as a part of its CSR to spread
awareness about importance of voters participation in the upcoming General national elections in
2009.
Description of Advertisement:
Brand : Tata Company
Product : Tata Tea
Slogan : “Jaago re !” (wake up !)
Duration : 41 seconds.
Language : Hindi
Theme: Practice the rights of voting. Register at <www.jaagore.com> for voting.
Plot summary :
This advertisement starts with two youth who looks college- going, enters the crowded place,
asking people why are they sleeping? They interrogates a couple front of cinema theater, why are
they sleeping ? and asks them to drink chai (tea) which will awaken them. The youth requests
his friend to serve tea to everybody sleeping. Few confused and offended individuals in public
tries to explain him to stop the non sense of making them drink “chai” (Tea). Among the couple,
the women tells him it’s a holiday and they are there to watch a movie. The youth repeats her
sentence and strengthens his voice referring to her and others tells them to wake up ! he says,
wake up guys, wake up and offers her a cup of Tata tea to the women. The offended women with
help of her fingers tries to widen her eyes and tells him “I`m is not sleeping. Okay ? “ in reply,
the youth tells her, on the day of election if your not voting, then your sleeping. Then we hear a
background music (Jingles): Jaago re, Jaago re, Jaagooo reee…Finally, the Tata Tea offered to
the women has been accepted by her. We can ones again hear a background voice asking the
viewers to visit <www.jaagore.com> and register for voting. The advertisement ends with the

32
product shown on screen by conveying a message to viwers which says: if your sleeping, then
how will the country be awake? Tata Tea.
[All translations mine.]+
Figure I Figure II
Figure III

33
Figure IV Figure V
Figure VI
Analysis of advertisement :
Sign is something which has a meaning or value. These signs help in constructing a meaning to
convey a message. Semiotics are the study of signs by Saussure. Dyer (1982) and Williamson
(1978) recommend semiotics to be a relevant study for critically analysis the meaning in an
advertisement. Signs used in this advertisement:
• Outfit of young man in “Kurta with rolled sleeves and Jeans” signifies a touch of western
style to the Indian attire. I argue that this shows that the youth spreading awareness about

34
the importance of registering oneself for voting, has not left his traditional values and
hence has also not let go of his traditional costume. The costume becomes a signifier of
one’s lifestyle as well as attitude towards the nation. But he is not wearing a dhoti with
the kurta, he is wearing a pair of jeans instead. I argue that this signifies an combination
of modernity and traditional customs. This modern yet traditions-upholding college-going
boy becomes a representative of the urban youth. The “rolled sleeves” also signifies the
attitude. The leader with eagerness to start the work in hurry.
• Paper cups: Signifies being environmental friendly in making the world a better place to
live for tomorrow. By using paper cups in this advertisement, there is a sense of
delivering a quick environmental solution to the consumers. According to Peattie and
Crane (2005) consumption of environmental products in an advertisement helps in
providing an instant solution to the consumers to gain further benefits for consumers of
future generation.
According to Burns & Thompos(1989) Binary oppositions are the substance through which we
discover the meanings. Because, nothing ever has any meaning in itself. Hence, it is important to
have a network of relationships which generates meaning. The theory of binary oppositions can
be applied in visual images says Jean-Marie Floch (Floch 2000). Therefore, binary opposition in
this advertisement is
• Ignorance/Knowledge. In this advertisement, a couple visits the cinema hall to watch a
picture on the day of national election, showing the ignorance towards the day of
election. The youth with his knowledge enlightens them about register to vote.
• Opinion/Fact. In this advertisement, According to the youth, the couple should register
for voting. This can happen only after their willingness to participate in voting.
Lighting: This advertisement contains low key lighting effect. Dark and bright lightings are used
on frame to show the contrast. In this advertisement, dark and bright contrast are made used to
show the danger public is facing by not voting. And the highlight of mono color brings a hope
for the viewers’ to get rid of danger.
Color: To play with the moods of viewers, Color is used in Low key lighting. The only color
used in this advertisement is green which stands for growth and solution in this advertisment.
This colour is used to states, the only way to bring a change or growth in country is to go vote.
Code mixing: Code mixing is a process in which two or more languages are used for
communicating. The most commonly used language is English among the youngsters and Hindi
is the most commonly spoken regional language in India. Therefore, the youngster are in habit of
using both, English and hindi that is Hinglish for communicating. In this advertisement, the code
mixing of English and Hindi is used for a better and effective communication among the
youngsters. According to Majumdar (2010) hinglish is used by both national and international

35
companies for a better marketing campaign. The words are carefully chosen and cultural
perspectives are considers to make higlish advertisement distinctive.
In this advertisement, the Tata Tea product is seen in a different sense. The product advertised is
just not a Tea, but it is something which will awaken the senses of every youth for voting after
consuming Tata tea. Thus, for awaking the senses of every individuals, it is necessary to drink
Tata Tea which helps in registering for voting. (Fiske, 1990) There is a sense of displacement
(unconscious defense mechanism, mind creates a new aim) created during the marketing process
which is the loudest part of advertisement.
Through learnt behavior we understand our desires in terms of commodities that is to say, we
learn and think, the commodities are the problem solvers (Fiske, 1990). In this advertisement,
when the women accepts Tata tea, tea is made to believe as a problem solver to her which will
make her register for voting to vote.
In this advertisement, people were ignorant about election day and visits cinema theater to watch
a movie. The youth tries to awaken the people about registering for vote and to vote. This
encouraged the viewers to behave the same in real life and individuals started to ask people to
vote through social networking sites. Dyer (1982) images in the advertisement are created which
are developed to look, true and persuasive.
In the last scene of the advertisement, the viewers are asked a question (“if your sleeping, then
how will the country be awake?”) which helps the viewers identity their responsibilities as a
citizen of India. the consumers will also want to buy the product believing this might help them
get closer to the self identification. Vestergaard (1986, 6) believes, through commercials, people
are able to define themselves.
The voice over in this advertisement acts as a device to hold on to readers. It services as a
communication tool which helps in building a social relationship among the people
(Fiske,1990).

36
Case study: 2
In the second case study, I have taken the advertisement from the year 2014 which was a part of
CSR to spread awareness about the 49% of women voters National elections in 2014.
Brand : Tata Comany
Product : Tata Tea Gold
Language : Hindi
Theme: the power of 49% women voters.
Plot summary:
In this advertisement, the women customer in upmarket beauty saloon talks about carrying a
pepper spray for her protection with a group of friends. The attendant performing manicure to
her asks with curiosity about what is pepper spray. The client replies, pepper spray is carried for
our protection if someone behaves funny, then spray it straight in his eyes. The client further tries
to explain to the attendant she should also do something about her safety and protection. While
performing manicure to the customer, attendant tells her, she uses “Kaalal tika” (black dot).
Immediately, the customer is surprised and says black dot ? Along with others in the beauty
saloon the customer associates black dot to be the result of superstitious beliefs and customers in
the beauty saloon pity her for being uneducated. Concluding superstitious belies are result of
lack of education. Hearing to this, the attendant advices educated people should also apply black
dot. ones again the customers are surprised and gives a very wired expression to her statement.
Then, the girl shows them her index finger and clarifies, black dot is the mark which is applied to
people who have casted their vote. And tells them, to vote for the right politician who can do
something useful for women safety. Then, she turns to her colleague and requests him, to serve
tea to everyone present there. In the end of the advertisement, the product is show on screen
while we hear a voice, women are 49% voters and should start voting to solve their problems.
Tata Tea Gold.

37
Figure I Figure II
Figure III
Figure Iv Figure V

38
Figure VI
Analysis of Advertisement:
• “Black Bindi”, the Black sticker/dot on the forehead signifies the young, unmarried girl
in the Hindu culture. According to Ray (2012) Hindus believe, bindi is a sign of wisdom
and vision which helps in conserving the energy.
• Present/absent: it is seen, there is no physical presences of the product Tea in this
advertisement but the presentences of its effects is been spoken about. Candles,
chandelier, flowers, and white theme as a background with well furnished and painted
room- looks expensive and affordable mostly by high class society, the elite class. In this
advertisement, the women customers present in the saloon are educated and are from a
high class society who can afford to get treated in an expensive saloon.
• Costume: The white shirt which is ironed and clean interprets her sincerity and
dedication towards her work the same dedication and sincerity she shows towards
betterment women that is by asking her customers to vote for the right politicians.

39
(Burns & Thompos, 1989) Binary oppositions are the substance through which we discover
the meanings. Because, it is said, nothing ever has any meaning in itself. Hence, it is
important to have a network of relationships which generates meaning. Therefore, binary
opposition in this advertisement is
• Temporary/permanent, in this advertisement pepper spray is been used as a
temporary solution to protect oneself for which voting the right politician can be a
permanent solution.
Lighting: in this advertisement, there is high key lighting effect. Everything is bring in color with
very less shadow on main objects. This gives a very lively effect in this advertisements. Also,
when the women shows her index finger and talks about her black dot to be the voting mark, the
screen highlights only the finger and the background is blurred also when the women talks about
voting for the right politician, the background is blurred except her face. This makes the viewers
focus on the message she is trying to deliver.
There is a sense of displacement (unconscious defense mechanism, mind creates a new aim)
created during the marketing process which is the loudest part of advertisement (Fiske, 1990). In
this advertisement, the attendant asks her customer to vote. And to vote for the right politician.
The viewers are not only influenced to vote, but they realize to vote for the right politician.
The educated women in this advertisement are been educated by the less educated. The attendant
is much knowledge to cast her vote for the right politicians. And this knowledge is been shared
with her educated customers. This makes the viewers’, want to belong, to the category of, people
who cast their vote for the right politician. The consumers will also want to buy the product
believing this might help them get closer to the self identification. Vestergaard (1986, 6)
believes, through commercials, people are able to define themselves.
In this advertisement, the customer refers black dot to the superstitious beliefs but the attendant
refres it to the mark on index finger which is the mark of voting. Here the perception of these

40
women are related to the todays society of how easily voting is not believed to be a important
part specially by high society women in India . According to Walby, S. (1988) the worst practice
of women in terms of politics, in democratic country is the women do not vote but otherwise
seem extraordinarily excellent and sophisticated.
Leiss (1986, 156) states, within the limited thirty seconds time, information is conveyed about
anything in the advertisement. Things which already exists, advertisers make use of it. specially,
things available in the imagination of target audience. In this advertisement, the youth asks her
customers to vote. But to vote for the right politician who would do something better for the
society and women safely.
(Fiske,1990).

41
Conclusion :
This conclusion contains, the comparison of case study one and case study two. There is a
comparison of these case studies (advertisements) which were launched in the year 2008 (during
the 2009 national election in India) and 2014 (during the 2014 national election in India)
respectively. These advertisements are compared to analyze, the role of corporate effecting the
political moods of country through the commercial advertisement during the national elections of
2009 and 2014 through digital advertisements.
Case study- 1 and 2: the primary target audience are the youth who are the majority in India.
Since, they will be the next generation of the country they are the target audiences. Also, In both
the advertisement, youth are shown as the main characters who enlightens the people about their
responsibilities towards society. According to Ghia, U. (2014), India has 66 per cent of complete
population with people below the age 35 and has the largest youth population. Also, 40 percent
of Indian population is of age between 13 to 35 years.
Cs- 1: The main theme of the advertisement is to awaken people to register for voting at Tata
companies’ official website for voting <www.jaagor.com> . While the main aim of Tata
company was to reach one billion voters while it launched the website in 2008. In 2009, 3.94
Lakh voters were registered users says Aarthi R (2009).
CS-2 : the main theme of the advertisement is to awaken the viewers about strength of 49%
women voters in Indian and to deliver a message which says, vote for the right politician who
can look after the women safety. According to Jain (2014), In the year, 2009 general national
election the total turnout of voters were 58.2% and in comparison to 2014 general national
election, the voter turnouts were 64% and this advertisement has made an effect on audiences.
CS-1 : the advertisement is trying to spread an awareness about social responsibilities among the
educated middle class individuals of both the gender (men and women). CS-2
: the awareness of social responsibility is spread only among the women who are educated and
uneducated from middle class to high class society. An increase of women voters was seen in
2014. Out of 13 states, in five states women have out numbered the men in casting their vote
compared to last years elections says Press of Trust of India (2014).
CS-1: In terms of targeting religion, the advertisement does not target in particular to any
religion instead, targets the whole of nation to spread the awareness of registering for voting to
vote.
CS-2: in terms of targeting religion, the company targets the largest religion in India who are
known to be Hindus. According to Government of India 2011 census, there are 80.5% Hindus in
India.

42
Case study: 3
to spread awareness about importance of working towards anti corruption for the National
elections in 2009.
Product : Tata Tea
Language : Hindi
Theme: Anti-corruption
Plot summary :
The commercial starts with conversation between two middle aged men, one among them is the
government official questioning the client: “if I don’t have it, then how will the work be
completed?” And continues to eat while he pushes his empty lunch box towards the client during
the lunch break. The client aggress to him and takes his briefcase out. Meanwhile, the
government official notice: two youth starting at them. The offended official says “what do you
what ?” the youth walk towards them and say: yes sir, you can continue to have it with pleasure.
You can lick your fingers while you’re having. While the youngster continues to talk with them,
there are different scene shown on screen about different people take bribe in different style: few
hide, shy, few in private and few more in public are the characters of people taking bribe and
also under god’s name !. The screen is shifted back to the youth where he holds a cup of Tata
Tea in his right hand and places it on the table and tells the client, “stop giving bribe and start
drinking Tea” end of the this conversation, tata Tea is carried by attendant around the office.
Male voice over heard: just don’t wake up every morning, jaagoo ree (awaken oneself). The
product is shown on screen “Tata Tea”. The advertisement ends with client keeping his briefcase
aside, response to the official “drink Tea and then work and not by bribery “.

43
Figure I Figure II
Figure III

45
• “Empty lunch box” - During the lunch break at the office, the empty lunch box is
expected to be filled with money by the client as a bribe.
• The piled files on the table- signifies the laziness. An attendant is seen with his table
filled with pilled files. He does not seem bothered to clear them, instead he is waiting for
his pocket to be filled with money. This depicts the atmosphere of office being lazy and
to clear the file only after getting bribed.
• In the train, people are seen sitting near the doors instead of having a reserved seats. This
signifies In India, there are people with less socio economic status who travel without the
tickets and bribe the railway ticket collector for no ticket.
According to Burns & Thompos(1989) Binary oppositions are the substance through which we
discover the meanings. Because, it is said, nothing ever has any meaning in itself. Hence, it is
important to have a network of relationships which generates meaning. Therefore, binary
opposition in this advertisement is
• Rejection/acceptances: the clients rejected the briefcase, instead accepts tea to serve a
better purpose of becoming anti corrupt.
Lighting: This advertisement contains low key lighting effect. Dark and bright lightings are used
on frame to show the strong contrast. In this advertisement, to show the government officials
and public are trapped in corruption, the dark shade is used. And to show the youth as a hope of
anti corruption, the bright shades are used.
Color: To play with the moods of viewers, Color is used in Low key lighting. In this
advertisement, the shade of red (telephone) and green (Tata Tea cup) are used. Red connotes the
danger of bribery and green connotes the growth of anti corruption. This combination of colors
plays with mood of the viewers by conveying a message through the youth to stop the
corruption.
No Code mixing: There is no other languages mixed while communicating. Only one language
is used while communicating verbally. Hindi is the most commonly spoken regional language in
India. In this advertisement, since the message is about becoming anti corrupt. This

46
advertisement has targeted people throughout the nation. Therefore, the most used regional
langue in India is Hindi which has been used in this advertisement. Therefore, there is no code
mixing of language.
Target audiences: In this advertisement, the youngsters and the working class people including
all the people whom are involved in give and take of bribery are the target audience. this
advertisement mainly highlights the government workers who are included in bribery taking
from the attendant to the high ranked officers.
In this advertisement, the youth discourages the people who were going to be involved in give
and take of bribery. This encouraged the viewers to behave the same in real life. Also, the youth
is talking to people who are elderly people with due respect which is shown from his body
language and verbal communication. Through this, the advertisement is helping the viewers to
decide what is good and bad and also to behave in an appropriate manner with others. Dyer
(1982) images in the advertisement are created which are developed to look, true and persuasive.
while the youngster complete talking to the client during lunch break, simultaneously tata Tea is
carried by the attendant in the office which signifies, the message delivered by the youngster is
carried all around the office which says “stop giving bribe and start drinking tea”.
Leiss (1986, 156) states, within the limited thirty seconds time, information is conveyed about
anything in the advertisement. Things which already exists, advertisers make use of it specially,
things available in the imagination of target audience. In this advertisement, the youth explains
about the different government officials taking bribe in different style: few are shy while they
take the bribe, few hide, few take bribe in private and few others take bribe in public. Bribe
taking is common and this stereotypically applies to most of government officials. Therefore, the
advertisement uses the codes which already exist within our imagination.
learn and think, the commodities are the problem solvers (Fiske, 1990). In this advertisement, it
claims that, Tata Tea is not only a wake up beverage but it calls for an awakening, towards social
issues. In the end, the client offeres tata tea to the government official, so that he would stop
asking bribe and by consuming tata tea, the product acted as a problem solver for bribery.
In this advertisement, the youth points at the client who is giving the bribe and not the person
who is taking the bribe. This behavior, makes the viewers feel like belonging to this category.
The category where the person is trying to make some changes in the society for oneself and for
others betterment of not giving bribe. The consumers will also want to buy the product believing
this might help them get closer to this group of people and closer to the self identification.
Vestergaard (1986, 6) believes, through commercials, people are able to define themselves
During this advertisement, a background song is heard which keeps the viewers focused on to
advertisement. Also, the meaning delivered from the background song serves as a

47
communication with viewers to build a social relationship. The voice over in the advertisement
acts as a device to hold on to readers. (Fiske,1990).
Case study: 4
to spread awareness about the women safety and rights for the National elections in 2014.
Product : Tata Tea
Language : Hindi
Theme: “To bring a big change, everyone should start with something small”
Plot summary :
In an outdoor garden on women’s day, a women celebrity journalist with her camera man
interviews famous bollywood celebrity Shahrukh khan about what are his views on women’s
quality and women’s rights. Shahrukh replies, women’s quality should be: women should not be
as equal to men. He makes a finger movements of forming a letter V shape with his index and
middle finger saying women should be ahead of them. (footage of recording Shahrukh, is shown)
In every aspect of life, education, medicine, politics, engineering, media women should be ahead
of men. Instantly, the women journalist asks him “then why not in films ? In Tittles, why is it
always the heroines name placed, after hero’s name ?.” confused and speechless Shahrukh takes
couple of seconds thinking, while he drinks a sip of Tata tea from his cup. Immediately the
journalist asks the camera man to take a break. Shahrukh continues to answer the question, by
asking camera person to roll the camera (footage of recording Shahrukh, is shown) and Shahrukh
looks at journalist while holding a cup of Tea in his left hand, and continues to say “from now
on, in my every film, I shall have the heroines name before my name” thinking and smiling to
himself Shahrukh takes another sip of Tea. The voice over is heard, “to bring a big change,

48
everyone should start with something small” simultaneously the product Tata Tea appears on
screen with a voice over: Jaago reeee. This advertisement ends with Shahrukh phrase “still
there`s much more to look forward too”.
Figure I Figure II
Figure III Figure IV
f
Figure V Figure VI

49
• Outfit of women journalist: “a pair of jeans and shirt” represents adaptation of western
outfit among youngsters in India. since sari is the Indian traditional outfit. In this
advertisement, the journalist outfit signifies her character of being bold and confident
women who has adopted the new change. in this advertisement, there is a common girl
who is interviewing the famous bollywood star. The main purpose for choosing an
ordinary women as an interviewee was to connect to the people of middle class society.
If, she was dressed glamour sly, there would have been very less importance’s for this
add since, none of the people from interview would be able to relate very well with the
every sector of society. Also, instead of lady journalist if there was a man interviewing
Shahrukh, this advertisement would become more male centric without the involvement
of women.
(Burns & Thompos, 1989) Binary oppositions are the substance through which we discover the
meanings. Because, it is said, nothing ever has any meaning in itself. Hence, it is important to
have a network of relationships which generates meaning. Therefore, binary opposition in this
advertisement is
• problem/solution in advertisement the women are target of gender stereotype in male
dominances world through patricidal ideology and the product sets the solution to
provides a change in the society.

50
• traditional/modern: the young journalist is shown outside the four walls of her house with
a fashionable cloths signifies the freedom of modern women .
•
Lighting: in this advertisement, there is high key lighting effect. Everything is bring in color with
very less shadow on main objects, the tea mug. The dark shades in the frame is avoided. This
pattern helps the consumers relate themselves to a lively atmosphere because the background
settings is more environmental friendly with green shades. And the color green is associated to
the nature, for its harmony freshness and growth also for its endurance and stability. Therefore,
the colors present in this advertisements sets the mood of viewers.
learn and think, the commodities are the problem solvers (Fiske, 1990). In this advertisement, it
claims that, Tata Tea is not only a wake up beverage but it calls for an awakening, towards social
issues. For which, after drinking the Tata Tea is when Shahrukh gets enlightened and contributes
towards eliminating the gender stereotype.
In this advertisement, the Tata Tea product is seen in a different sense. The product advertised is
just not a Tea, but it is something which will awaken the senses of every individual in
eliminating the gender stereotype. Thus, for awaking the senses of every individuals, it is
necessary to drink Tata Tea which helps in following the new aim of eliminating gender
stereotype. (Fiske, 1990) There is a sense of displacement (unconscious defense mechanism,
mind creates a new aim) created during the marketing process which is the loudest part of
advertisement.
In the last scene of the advertisement, Shahrukh points out to the viewers and says, still there`s
much more to look forward too. This makes the viewers feel wanting to belong to the category
of, making the small changes to eliminate gender stereotyping. the consumers will also want to
buy the product believing this might help them get closer to the self identification. Vestergaard
(1986, 6) believes, through commercials, people are able to define themselves.
In this advertisement, it contains a myth about, what the Shahrukh does and how it connote.
when Shahrukh consumed Tata tea, he belonged to the group of people who are part of making
the small changes required to the society But the fact is, whether tata tea is consumed or not, you

51
can still make the choice of making a difference in the society. Dyers (1982,5) states,
manipulating the individuals to buy a way of life along with the product.
Shahrukh is generally associated as King of Romance from his movies this makes him seem ever
young to the viewers. And is loved by all the youngest and women. In this advertisement, the
opening lines of Shahrukh depicts his love for women. According to Vestergaard and Shroder
(1985), the character in an advertisement is chosen for being a protagonist who has well
established his identity with the public as a known superstar celebrity.
(Fiske,1990).
Conclusion:
This conclusion contains, the comparison of case study three and case study four. There is a
comparison of these case studies (advertisements) which were launched in the year 2009 (during
the 2009 national election in India) and 2013 (during the 2014 national election in India)
respectively. These advertisements are compared to analyze, the role of corporate effecting the
political moods of country through the commercial advertisement during the national elections of
2009 and 2014 through digital advertisements.
Case study-3: the primary target audiences are the youth and the middle class society and in
general to every Indian who are involved in corruption.
Case study 4: Primary target audiences are the youth and to every Indian.
CS-3: The theme of this advertisement is to work towards bringing a change in our self and then
to think about bringing a change in society. It talks about going against corruption. It highlights
on telling people to first stop giving bribe and stop taking the bribe. Sinha (2014), states India
with a corruption on scale of five rating, it stands on 4.4 scale and most of the corrupt being
political parties in India.
CA-4: theme of this advertisement is to bring a big change, everyone should start with something
small. And this has been practiced by the celebrity who has participated in this advertisement. He
carried the pledge to his move Chennai Express. In the title of the movie Deepika Padukone, lead

52
female actor name was above shah Rukhs name. This was Shahrukh khan`s bit of contribution
made from his end towards eliminating gender stereotyping.
CS-3: in terms of targeting religion, the company targets the largest religion in india who are
known to be Hindus. According to Government of India 2011 census, there are 80.5% Hindus in
India. In this advertisement, the Hindu pilgrims are shown who are waiting to visit the temple.
CS-4: in terms of targeting religion, the company targets the second largest religion in India who
are known to be Muslims. According to Government of India 2011 census, there are 13.4%
Muslims in India. the famous bollywood celebrity, Shahrukh Khan in his personal life is from a
Muslim religion and since, the celebrities personal life do effect the audiences, Shahrukh khan
was chosen be a part of this advertisement.
CS-3: there are no celebrity appearances since the main focus of this advertisement is on
problems faced by common man. Therefore, a common man is the main lead in this
advertisement.
CA-4: Celebrity appearances is made in this advertisement. In terms of bollywood, Shahrukh
Khan symbolizes to represent India. He is known as the “King of romances”: associating with
youth and women not for his looks but for the characters he has opted to play in the movies from
many years. The roles played by him in movies like, Chak De (Muslim as his religion in the
movie) and Devdas (Hindu as his religion in the movie) also the roles played by him like an
Indian pilot who falls in love with Pakistani women (depicting Hindu falling in love with
Muslim) , the movie Veerzara. While he fits into all the roles and is also known as King of
Romances he fits into this advertisement, influencing the youth, women and all the bollywood
lovers to work towards eliminating gender stereotyping.

53
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