Tata Tea | The Jaago Re Campaign | India

The creative team at Lowe Lintas, the agency behind the work, explained that while other tea brands “just wake you up”, Tata Tea is attempting to “awaken” India with its ‘Jaago Re’ campaign. The commercial reminds viewers that corruption is present at all times, in all levels of society.

Tea has long been an affordable staple in India, and Tata has recently grown in popularity, particularly within the youth segment. While aiming to create awareness among all generations, a key goal of ‘Jaago Re’ is to encourage the younger generation to make a pledge against corruption and not blindly vote for politicians. Tata Tea also hopes to change the minds of the people that do not plan to vote, and asks for their participation in order to make a difference.

The campaign also incorporates on-the-ground and mobile touch elements. The ‘Jaago Re’ website also educates visitors on voting rules and procedures, and as a source for election-related news.

Tata Tea has also partnered with non-profit organisation Janaagraha, which supports democracy in India and works towards citizen participation in urban advocacy and governance.






Credits:
Project The Jaago Re Campaign
Client Tata Tea
Creative agency Lowe Lintas
Chairman & chief creative officer R. Balki
Executive creative director Amer Jaleel,
Group creative director Anaam Mishra
Copywriter Samit Malkani
Creative Oorna Datta
Planner Suraja Kishore
Client servicing Tarun Chauhan, Kishore Naidu, Nishita Panicker, Siddharth Kothari
Director Amit Sharma
Production company Chrome Pictures
Exposure Television, online