MxMIndia

Tag: Jaago Re

  • Launches a film on gender inequality to emphasise on the need for change

    Jaago Re highlights need for gender sensitisation

    By A Correspondent

     

    Tata Tea’s social activism movement Jaago Re has launched a new film that showcases an instance of gender inequality we most often ignore. The film depicts how we perpetuate the notion that women are the weaker sex and thus, inferior to men through a simple conversation that a father has with his son after the boy loses to a girl in an obstacle race. Through these films, the brand aims to educate and drive awareness on the urgent need to create a safer environment for women in India.

     

    Commenting on the film, Rishi Chadha, Head Marketing – Tea, Tata Global Beverages said: “It is our firm belief that true social change can only occur when we address the root cause of a social issue. To effectively combat the rising cases of violence and discrimination against women, we need to dispel the incorrect notions of male superiority that are knowingly or unknowingly taught to young children and then continued into adulthood. Therefore, it is imperative to educate our children about gender sensitivity so that both boys and girls can grow up in a mutually equal and respectful environment.”

    Indeed.

     

  • Tata Tea Jaago Re has announced the launch of its renewed website, which provides information on a gamut of social issues to empower all Indians to act on issues relevant to every citizen

    Tata Tea’s Jaago Re site empowers people to make a diff

    By A Correspondent

     

    Tata Tea Jaago Re has announced the launch of its renewed website, www.jaagore.com, which provides information on a gamut of social issues, at the click of a button, to empower all Indians to act on issues relevant to every citizen. The new website reflects the company’s continued efforts to awaken individuals and inspire them to be the change that they wish to see around them.

     

    Commenting on the renewed portal, Vikram Grover, Vice President & Head Marketing – South Asia, Tata Global Beverages Limited said, “Tata Tea’s Jaago Re campaign has been an agent of social awakening. It has been ahead of the curve in bringing burning issues like corruption into national consciousness. Today we are entering a new phase in the life of jaagore.com – this phase is born out of a belief that information is the lifeblood of a democracy. Very often information and the tools of democracy are not understood well and therefore not utilized. While we at Tata Tea do realize the importance of awakening to issues that the nation is facing, we feel that it is equally important to have easy access to information in order to empower people to make a difference.” He further added, “With the new initiatives on our website we are looking at leveraging the strength of the online medium to take our campaign to the next level and to provide information to help citizens to act and make a difference.”

     

    Vineet Gupta, Managing Partner, 22feet said, “Jaago Re is one of the most recognized initiatives undertaken by any brand in this country. This year, the initiative takes another step forward towards awakening and empowering people by simplifying complex issues that affect our day to day lives. We, at 22feet are privileged to be the Digital partner for this initiative and look forward to delivering relevant content across all digital touch points.”

     

    Providing simplified information endorsed by topical experts, the portal allows young, tech savvy India an interface to navigate complex, time consuming steps and enables them to act and solve the issue. Starting with ‘Know Your Police’ in the first cycle; the portal will focus on new topics every quarter and touch upon various subjects such as steps to filing an RTI, registering to vote and women’s empowerment.

     

    About Jaago Re

    Tata Tea’s award winning Jaago Re campaigns have time and again awakened individuals and inspired them to be the change they wish to see around them. Making its debut in 2007, the campaign began with a television commercial (TVC) which showed a young man enquiring about the credentials and credibility of a local politician campaigning for votes before offering him a cup of tea. Striking a chord with the youth, the campaign launched a series of advertisements over the last four years that wove in the themes of awakening, enlightening and civic consciousness. For more information please visit our website www.jaagore.com

     

     

    About Tata Tea and Tata Global Beverages

    Tata Tea is a leading brand in India and is owned by Tata Global Beverages, a company whose brands have presence in over 40 countries. Tata Global Beverages has significant interests in tea, coffee and water and is the world’s second largest tea company. 250 million servings of its brands are consumed everyday around the world.  Tata Global Beverages’ annual turnover is US$1.4bn, it employs around 3,000 people across the world.  The company focuses on ‘good for you’ beverages and has a stable of innovative regional and global beverage brands, including: Tata Tea, Tetley, Himalayan natural mineral water, Tata Water Plus and Tata Gluco+, Good Earth tea, Grand Coffee and Eight O’clock coffee. For more information please visit www.tataglobalbeverages.com

     

     

  • Behind every great commercial is super strategy. Every week, MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Tata Tea – Duties Big & Small

    Vikram Grover, Head, Marketing, Tata Global Beverages

     

    Name of the Campaign: Tata Tea’s Jaago Re

     

    The Brief:  To emphasize the importance of both big and small duties with the new Jaago Re campaign.  The TVC to bring alive the perfect blend of ‘Chhoti and Badi patti’ in the context of the ‘Jaago Re’ philosophy.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=hAEV1K8JuV4[/youtube]

    Research insights:  Tata Tea’s award-winning Jaago Re campaigns have time and again awakened individuals and inspired them to be the change they wish to see around them. Making its debut in 2007, the campaign began with a television commercial (TVC) which showed a young man enquiring about the credentials and credibility of a local politician campaigning for votes before offering him a cup of tea. Striking a chord with the youth, the campaign launched a series of advertisements over the last four years that wove in the themes of awakening, enlightening and civic consciousness.

     

    The creative process behind:  Tata Tea’s flagship brand Tata Tea Premium in its latest TVC touches upon the importance of fulfilling ones duties, however big or small they may be. Inspired by the Jaago Re! philosophy, the TVC plays up the fact that to make a serious impact, it is not enough to do only the ‘big important’ things like voting and fighting corruption, but that it is crucial to do what are often considered minor tasks like following traffic rules, that are equal in importance and impact.

     

    The film plays out at a typical Indian home where the husband returns on a motorbike with two of his friends. The wife teasingly asks the husband if he is done with his day’s share of whiling time away. The husband replies with great pride that he just cast his vote and has thus fulfilled his ‘big’ duty. His wife, on hearing this, starts to prepare tea made merely of big tea leaves. On being questioned by her husband she explains that just the way the perfect cup of tea has a blend of ‘chhoti’ and ‘badi’ patti (big and small leaves), it is equally important that one gives importance to a blend of all duties, however big or small they may be.

     

    Media Vehicle:  TVC led with 360 degree approach

     

    Does the treatment do justice to the brief? Yes, taking the route of common man’s attempt to bring a change, the treatment does justice with natural performance which strikes a chord with the masses.

     

    What is the differentiating factor of the ad? Lowe which has been working on the Tata Tea ads scores with perfect casting coup with people who resemble average Indians who inhabit many of our homes thus making the point of big and small duties much more relatable. Plus the fact that it’s a perfect match of social awakening that goes well with a cup of tea that somewhere is also akin to waking up peoples senses when they consume it.

     

    Client feedback:  Our insight from recent events has been that while we as a country are getting deeply engaged with the larger issues that the nation is facing, we sometimes forget the small duties that we are expected to perform as citizens. The film builds on giving due importance to issues, big or small. The commercial draws from Jaago Re’s philosophy and blends perfectly with the product differentiator of Tata Tea premium which has a perfect blend of small and big tea leaves (chhoti and badi patti) required to make a perfect cup of tea.

     

  • The whole anti-corruption crusade of Tata Tea is getting cornier by the ad. And the juxtaposition of tea-making with nation-building is completely hilarious.

    Debrief: Tata Tea: ROFL!

    By Anil Thakraney

     

    Remember that offensive cad in the Tata Tea ads, the one who’d smugly ask us to ‘Jaago Re’? Well, mercifully he’s been given a break in the new TVC created to celebrate 25 years of the brand. Now the message is ‘Soch Badlo’, and there’s a lady protagonist.

     

    But the anti-corruption tirade goes on. A cynical man cribs in his living room that corruption will never end in the nation, and that basically India is doomed (my thoughts exactly!). He then turns to his wife and demands a cup of tea. The missus uses the opportunity to teach him a lesson. And she delivers a long lecture about how preparing tea is like changing the state of the nation. A convoluted metaphor about boiling water being the raging nation or some such gibberish.

     

    I don’t know whether the makers of the ad intended this as a desired response, but I was left laughing out loud. Because the whole anti-corruption crusade of Tata Tea is getting cornier by the ad. And the juxtaposition of tea-making with nation-building is completely hilarious. Plus, in all this pagalpanti, the tea story gets buried somewhere.

     

    Yes, some soch needs to badlo out here. On the part of Tata Tea managers and their ad agency. They should leave the anti-corruption drive to Anna saheb. And stick to selling us chai.

     

     

    Rating: (On a scale of 1 to 5): 2. The marks are only for some good laughs!  Â