MAM
Maxus and Tata Global Beverages release of 10 point Women’s Manifesto
MUMBAI: Ahead of the 2014 General Elections,Tata Global Beverages and the Tata group today released a 10-point ‘Voice of 49%’ women’s manifesto,aggregating issues raised by more than a million women from across India. The manifesto, an outcome of the ‘Power of 49’ campaign, aims at giving a voice to the women of India to be heard in the political discourse of our country. The key issues that have emerged in the manifesto are broadly around the themes of Violence, Safety, Health and Education. This entire campaign has been powered by Maxus, the country’s leading media investments firm, and most dominant media agency in India.
The Power of 49 campaign was launched by Tata Global Beverages, through their social awakening platform Jaago Re, and the Tata group in August 2013 with the objective of creating a more awakened and informed female electorate who constitute 49% of the world’s largest democracy.The issues thathave emerged as a result of this campaign were studied and debated in depth by14 experts led by the editorial team of CNN-IBN and have put together this 10-point ‘Voice of 49%’ manifesto, to be presented and discussed with political parties, in an attempt for them to integrate it into their political agenda.
Speaking on the campaign, Kartik Sharma, MD, Maxus South Asia said, “The Bahu Nahi Bahumat” campaign is the articulation of “Power of 49” campaign by Tata Tea and Tata Global Beverages. This is a revolution rather than a communications campaign. Along with the brand, we have managed to bring core issues that affect nearly half of the electoral votes in India to the forefront. With innovative content and a robust media outreach, we have made the Women’s Manifesto a topic of conversation that could show real measureable impact in the forthcoming elections.” He added, “It has been a great opportunity for the team at Maxus to work on such an important manifesto, taking the Tata Group’s social awaking vision forward.”
Speaking at this milestone, Vikram Grover, Vice President, Marketing, India and South Asia, Tata Global Beverages said, “The objective of the campaign was to create a large number of educated women voters with a view that an informed female electorate would propel the political leaders to include their issues in the agenda in the forthcoming elections. Our study indicates that women are beginning to understand the role they play in forming a government and are more inclined towards voting now. We are delighted by the overwhelming 1.4 million responses received through our Power of 49 initiative where women have expressed their specific issues.
Speaking on the occasion, Dr. Mukund Rajan, Member – Group Executive Council and Brand Custodian, Tata Sons said, “The Tata group is proud to associate with Power of 49, which aims to create awareness among the women voters of India about the power they have to bring about change. The ‘Voice of 49%’ manifesto represents an opportunity for Indian women to cast informed votes for candidates who address their issues and at the same time gets political parties to see women as a determining factor in elections. We believe that women’s empowerment is an important subject for our nation’s progress, and the Power of 49 initiative is a step in that direction, seeking to give women their rightful place in the future of our country.”
Since the launch of the campaign, more than 1.4 million responses have come from all over the country through multiple communication platforms. The highest participation has come from the states of Uttar Pradesh, Madhya Pradesh, Maharashtra and Bihar, respectively.
Key highlights of the Voice of 49 manifesto
- Politicians must lead by example by displaying zero tolerance for perpetrators of domestic abuse and dowry in political parties
- Address the under representation of women in the parliament through increased representation in party ticket distribution as well as cabinet
- Make gender sensitization for boys a compulsory part of the school curriculum from Std. V to XII in order to counter eve-teasing
- Increase percentage of women police personnel from current 5% to at least 33%
- Build a combined ‘front line army’ of government workers, NGOs, local health and sanitation workers with accredited social health activists
- Build 1 crore women toilets within a year with privacy and 24/7 access to water
- Provide mandatory cr?ches, women-friendly maternity policies that include long-term leave- both rural and urban
- Incentivise schooling for girls by providing financial saving schemes and free transportation
- Install GPS on all buses, double the number of street lights and provide round the clock public transportation for women
- Provide complete medical, legal and psychological support to victims of domestic violence by instituting special family counselling centers in government buildings and policy centres
These issues were collated in a first-of–its-kind manifesto that represents the collective voice of the AamAurat. Our triumph lies in Tata Tea Jaago Re becoming a platform for national discourse for issues like the importance of voting and the ills of corruption. With the Power of 49, we have reached another milestone with respect to women and their role in the forthcoming elections and the future of our democracy,” he added.
Power of 49 is being supported by the Tata group as it aligns closely with the group’s social agenda. The campaign saw Tata group companies and employees coming together in the spirit of volunteering to play their part in amplifying the impact of the campaign.
The Power of 49 campaign comprises of three phases.
- The first phase was focused on creating awareness amongst women to the Power of 49% and the power of their informed vote.
- The second and the current phase is about encouraging women to voice out their issues that are critical to them, their family and locality through forging partnerships and communicating it through multiple platforms. With the impactful ‘KaalaTeeka’ television commercial, the ‘Push the Pin’ initiative and the endorsement of leading television soap protagonists through the BahuNahiBahumat platform, the initiative has encouraged women from across the country to raise their voice. Tata Global Beverages partnered with General Entertainment Channels (GECs), news channels, and an NGO to broaden its reach and create maximum impact resulting in the creation of the ‘Voice of 49%’ manifesto.
- Through the creation of manifesto, the final phase of the campaign urges women to go and cast an informed vote for a candidate who is most likely to address their issues ahead of General Elections 2014.
The ‘Voice of 49’ manifesto, voicing theissues and concerns of women from across India, if implemented by the political parties, could have a large positive impact on the country.The Power of 49 campaign will continue to leverage multiple communication platforms to create awareness amongst women to cast an informed vote for a candidate who will address their issues.
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
● Easier comparison of policy features
● Direct access to premium details
● The ability to review inclusions and exclusions at your own pace
● Fewer chances of making a rushed decision
● More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
● The scope of cover
● Waiting period terms
● Exclusions
● Room eligibility conditions
● Sub-limits, if any
● Claim-related terms
● Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
● Who can be covered under the plan
● How the sum insured works for the family
● Whether day care procedures are included
● How pre-existing illness rules are explained
● Whether add-ons are optional or built in
● How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
● Treatment-specific limits
● Room rent restrictions
● Co-payment clauses
● Disease-wise waiting periods
● Claim deductions linked to the hospital category
● Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
