Once again, a social message in a hot cup | business | Hindustan Times
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Once again, a social message in a hot cup

Remember the politician rendered speechless by a man having tea when he is asked for his qualifications to run the country? Tata Tea’s first round of its “Jaago Re...” brand campaign was a very strong wake up call to get people to do something positive, such as vote and do it responsibly.

business Updated: Sep 06, 2009 23:29 IST
Radhika Pancholi

Remember the politician rendered speechless by a man having tea when he is asked for his qualifications to run the country? Tata Tea’s first round of its “Jaago Re...” brand campaign was a very strong wake up call to get people to do something positive, such as vote and do it responsibly.

“Campaigns for tea are usually about waking up. We took the premise a step further by saying that it was not just time to wake up, but awaken our social conscience to be able to do something positive in society,” says Tarun Chauhan, executive director, Lowe Lintas, which created the Jaago Re campaign.

Now, Tata Tea has unveiled its second campaign that highlights another issue—corruption—through its “Aaj Se Khilana Bandh, Pilana Shuru” line. The new campaign brings up the issue of corruption that is prevalent in India.

“Linking tea with the aam aadmi and the social issues faced by them was the premise behind these campaigns, with the communication being planned around a call for action,” says Sangeeta Talwar, executive director, Tata Tea, on the company occupying a very high ground through the strong messages in both its campaigns.

“The campaign comes on the back of a successful first tranche and therefore it had to be bigger, more relevant and more contemporary and therefore the issue of corruption,” Chauhan says.

The company also plans to create awareness on corruption through its Jaago Re website. Chauhan adds that the new campaign aims to tell the citizen that “corruption begins when you bribe someone. You stop bribing and others will follow suit.” Jaago Re...