Why Wait for a Tragedy to Happen? 15th February 2017


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New Delhi: Tata Tea’s decade-old Jaago Re campaign, which touched upon citizen activism much before it became the new cool, returns to television screens in a new avatar.

Touted as a bigger and better version of its previous leg, Jaago Re 2.0 will focus on pre-activism, a concept that urges consumers to act before a tragedy happens. Tata Tea portfolio includes brands such as Premium, Gold (premium black tea), Tea-Veda (heath and wellness ayurvedic tea) and Agni (economy segment).

In the first phase, the company along with its advertising agency Mullen Lintas (part of global creative network, MullenLowe Group), has created a powerful television spot which aims to familiarize people with the concept of pre-activism. The 45-second-long film is a montage of a street play where the protagonist is seen asking people tough questions on arm-chair activism and outrage which surfaces after a tragedy takes place. The film asks people to make enough noise before an untoward incident takes place be it a farmer suicide or woman molestation.

“Our Jaago Re campaign has unleashed the activism streak in consumers. In the last eight years we see an active set of people who are willing to speak up, show their outrage and hold marches both on digital meadia as well as on-ground. We are now taking it to the next level of its journey by urging consumers to take up an issue and talk about it before a tragedy happens,” said Sushant Dash, regional president-India, Tata Global Beverages.

Tata Tea kick started the Jaago Re journey in 2007 with the politician campaign where a young man was featured challenging the credentials of a politician who comes asking for votes. It was followed by a voting campaignwhere the brand was seen pushing people to exercise their voting rights. “We turned the campaign into a people movement. Tata Tea tied up with Bengaluru-based non-profit organization Janagraha to help in voter registration on our website Jaagore.com. The drive garnered six lakh voter registrations in 2009,” recalled Dash.

In 2012, the brand executed anti-corruption campaign Ab Se Khilana Bandh, Pilana Shuru where two young men urged people to stop giving bribes.

Ahead of parliamentary elections in 2014, Tata Tea targeted the crucial but often ignored women voter population in its Power of 49 campaign .The brand also brought Bollywood actor Shahrukh Khan to talk about women emancipation.

The company not just received 8 lakh women related issues through Power of 49 campaign but also presented a crow sourced political manifesto which Tata Tea presented to the government.

After touching upon myriad of topics on social change, it was a challenge for Tata Tea’s advertising partner to come up with a refreshed narrative for the second leg of Jaago Re.

“We had a challenging job of reinventing Jaago Re. A lot of brands as well as people have become active campaigners on social change in the last few years. However, we realized that people react but after a tragedy happens and this needle of the clock has to be moved,” said Amer Jaleel, chairman and chief creative officer, Mullen Lintas.

The television spot will be run for 10 weeks, the second and third phase of the campaign will be activation heavy with activities on Jaago Re website as well as on-ground.

Subramanian Krishnan, chief strategy officer, TBWA India feels that Jaago Re 2.0 is a bold move and that Tata Tea has taken to speaking directly to consumers. “Unlike its previous campaigns which highlighted politicians and corrupt officers, this campaign takes on consumers challenging their inertia to act on social evils. It would be interesting to see how consumers react to it,” he said.

This article was first published on livemint.com

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