The forgotten 49
Inspiring 1.2M women to participate in the world's first crowd-sourced political manifesto
Women in India have endured a terrible history of subordination. So how do you awaken 400 million women to voice their issues and bring discrimination to an end? That was Tata Tea's question for Maxus India.
Ahead of the General Elections 2014, we identified an ideal opportunity for Tata Tea to drive the female empowerment agenda in India. So we created 'The Power of 49', a multi- faceted campaign designed to help every single woman in India to realise their power to change their country with a vote.