Tata Tea’s ‘Jaagore’ Wakes Up Lipton Who Wants To ‘Stay Sharp’ Now!

In the current economic slowdown each and every company is finding innovative ways to attract consumers and increasing brand loyalty.  Lipton which competes with tea brand Tata Tea which has already been working a good strategy with Jaagore.com. But now with elections coming to a close the strategy may not be as effective. On the other hand this strategy has woken up competitors like Lipton (Hindustan Lever Brand) to indulge in digital marketing.

Lipton has taken a step in the same direction and is trying to create brand  awareness via digital media with the help of a microsite Stay Sharp. Lipton  has joined hands with OgilvAction, OgilvyOne and Ogilvy Public Relations for brand activation of Lipton Yellow Label.  They had launched a project called Stay Sharp which is claimed to be world’s largest puzzle that aims to promote Lipton , Brand India and help Indians show their presence in the world.

Lipton has adopted a strategy which aims to target mostly the youth as they are the ones spending most of their time on Internet and create a brand recognition and adoption among the youth. They has launched the site http://www.stay-sharp.in/ on which people can register and try to crack the Worlds largest puzzle  which includes 25,000 pieces puzzle broken into 1000 parts of 25 pieces each and people can solve one or more of these 1000 pieces and can try to solve the puzzle as a whole. The puzzle is designed by Royce B McClure ( Australian ) who already holds the record of creating worlds largest commercially available puzzle. Lipton will get a good interaction time with the users without paying hefty airtime fees and can promote their product with a guaranteed return of investment unlike the TV or Print ads in which the return of investment is not determined.

This is just a step forward experimenting with the new methods of advertising and OgilvyAction has not completely ruled out print or tv media as they are also using them including setting up of 500 offices in key metros across India trying to create  a buzz about the challenge.