TATA Tea has continued with its idea of Aaj Se Khilana Bandh, Pilana Shuru, in its latest film for the Jaago Re campaign.
The tea brand’s latest idea that is conceptualized by Lowe Lintas revolves around corruption in the field of college admissions and how parents pay a huge sum as a bribe to get their children into good colleges. The new slogan is 'Chai Piyo, Padhai Karao'.
The TVC drives home the point that parents bribing and buying admission for their child is akin to educating children to grease palms to get things done. It’s almost like giving children a lesson in corruption. It’s a take on how choices are made early-on in life and then later it becomes a way of life.
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Commenting on the TVC, Amer Jaleel, national creative director, Lowe Lintas said, "The new ‘Chai Piyo Padhai Karo’ slogan is a part of our theme; ‘Aaj Se Khilana Bandh, Pilana Shuru’ where we our looking to explore various places where corruption occurs. We think that the age at which a child moves into college, he’s most susceptible and hence want them to avoid getting into the corruption scene. At that age if parents get them admission by ways of a bribe, they’ll probably look to corruption to get everything done later on in life."
Project: Tata Tea 'Chai Piyo, Padhai Karao'
Creative Agency: Lowe Lintas
National creative director: Amer Jaleel
Group creative director: Anaam Mishra
Executive director: Tarun Singh Chauhan
Associate vice president: Shweta Sharma
Senior brand services director: Vincent Mendonca
Brand services director: Nishita Panicker
Senior brand services manager: Lopa Bhattacharya
Project executive: Simone Anshuman
Trainee: Nazia Malkani