readers on their rights and obligations in dealing with the Indian Police, and to make readers aware of their legal rights and duties. 2012 - 2013 : Choti Shuruaat With Women's Rights and safety at the forefront of most Indians' minds and the Delhi Rape incident, JaagoRe shifted to a more women centric platform to launch "Choti Shuruaat". The objective of this campaign was to encourage individuals to make small gestures of change towards eliminating preconceived notions that cause Gender Stereotyping. Jaago Re partnered with leading Indian actor, Shah Rukh Khan and director, R. Balki, to create a public service announcement broadcast on television. In this infomercial, Shah Rukh pledged that he would places names of actresses in his movies, before his own - a trend that was yet unseen in conventional Bollywood cinema till date. As on date, Shah Rukh has maintained this pledge with his new move, Chennai Express, carrying is name after that of the movies female lead, Deepika Padukone. In addition, JaagoRe launch a pledge drive in partnership with Breakthrough - an NGO credited for creating the Bell Bajao Campaign - driving individuals towards making pledges to eradicate gender stereotypes. Over 150,000 pledges have been created till date. 2013 - Ongoing : Power Of 49 The current Jaago Re campaign has centred on women's empowerment. The campaign aims to encourage women - who are 49% of the electorate - to vote as a block in the 2014 Indian General Election, increasing their ability to collectively demand attention and action from election candidates to make changes in their election manifestos towards more women's safety and welfare focussed measures. Partnerships Tata Tea Jaago Re has partnered with the following NGOs or has supported their causes Janaagraha CHRI Breakthrough Haiyya Impact of the campaign The JaagoRe campaign has been well received both by media and by the audience. Industry watchers credit the campaign with increasing recall and monthly market share References External links Jaago Re! TV advertisement Elections in India Advertising campaigns Indian television commercials Voter turnout organizations