Participate in an active change…

Are you outraged by rape cases and farmer suicides? Are you venting it out through a candle march or a long post on social media? Well, Tata Tea has a message for you…

One of the most crucial things that a brand takes up is a value-building assignment, where it tries to associate the product/service with a value statement that connects and adds to the consumer experience.Leading tea brand in India -- Tata Tea, excellently performed this value exercise and launched the ‘Jaago Re’ campaign in 2008.

With the intent to invoke reasoning, introspection and responsibility among every Indian, the campaign conceptualised by Lowe Lintas did quite succeed in ‘awakening’ the people of India. Also, ‘Jaago Re’ campaign had successfully placed Tata Global Beverages’ Tata Tea in the list of the most iconic brands.

Throughout the eight years, the brand churned out a lot of big and small television adverts that very subtly condemned bribing, voting for unfit candidates, corruption, sexual discrimination and other practices that are making the country hollow from the inside.

And after eight successful years of awakening the senses of an entire generation of this country, the brand is back with a noise, asking you and me to wake up before the alarm clock goes off…

This time, Tata Tea is asking you to act beforehand and not wait for a chance to react; because in most cases, it’s too late until you react.

Being boldly practical, the new campaign titled ‘Alarm Bajne Se Pehle Jaago Re’ mocks the re-activism of youth today that usually happens when the whole event is over; this time let us take a pre-emptive approach and do things before a mishap occurs.

Released internationally on this Valentine’s Day, the voiceover highlights how the youth today outrages over issues on social media and goes on candle marches long after the said mishap takes place. The film shows how ineffective the approach is and leaves you thinking and realising the efficiency of timely activism over harsh reactions after the incident has occurred.

All in all, the advert tries to make us understand the concept of preventing things in progression, revolting while it is in the nascent stages when it makes the most sense.

Actions matter more than ever in today’s world and Tata Tea has an activation plan in place to educate and implement the concept of pre-activism in the society.

Tata Tea had also conducted similar plans for the previous version of ‘Jaago Re’, where it executed a campaign that called out for the youth to register for voting on the company’s website; the campaign in association with NGO Janaagraha was successful.

This approach mirrors the previous campaign as well, which established the idea of Tata Tea being synonymous with not just ‘waking up’ but ‘awakening’.

The ad targets many major subjects of the society, including rape cases and farmer suicides. Also, the characters snoring throughout the ads is metaphorical to every individual who is not ‘ACTING’ in the progression of an incident, but sleeping and waiting for the mishap to occur…