AI, activism and climate change: Jaago Re gets a reboot

Tata Tea Jaago Re is back with its latest campaign to fight climate change. This AI-powered campaign, 'Har green action se farak padega’ (Every green action makes a difference) is aimed at awakening and nudging individuals to take small but meaningful actions in their daily lives that can collectively create a greater positive impact on the environment.

The campaign reinforces Tata Tea Jaago Re’s commitment of spreading awareness on a cause which is the most defining crisis of our time, climate change and carries forward the brand’s purpose of being a catalyst for awakening consumers to drive positive social change.

One of the biggest challenges of trying to solve this problem is addressing the apathy of fighting climate change i.e. a lack of interest, concern, or motivation to take action against climate change, essentially meaning people may not be actively trying to address the issue despite its severity, often due to feelings of powerlessness, overwhelm, or a belief that their individual actions won't make a significant difference

Hence, as part of this campaign, Tata Tea Jaago Re introduces an AI-powered Whatsapp based tool on its microsite, www.JaagoRe.com. Engineered with Google’s Gemini, the tool enables consumers to see the positive impact of performing daily actions called ‘green actions’ such as using a lid while cooking on the stove, using public transport, managing air conditioner temperatures, and using a bucket instead of a shower while bathing etc.

Consumers can now upload pictures of themselves performing these green actions using the Tata Tea Jaago Re chat tool. The AI tool utilises advanced image recognition technology to identify the green actions and provide individuals with insights into the positive impact of their efforts on the environment, thereby giving them assurance on how their actions are meaningful and are contributing towards fighting climate change. To further amplify the impact of the Jaago Re movement, for every 10 green actions undertaken by consumers, Tata Tea commits to planting a tree.

The message has been brought to life through a film, conceptualised by Mullen Lintas, that showcases everyday actions that collectively create a positive environmental impact. It opens with a conversation between a woman and a man discussing environmental conditions, symbolised by a headline about the diminishing green cover. While the parents express scepticism, the children take the lead by adopting simple green actions, such as using buckets instead of showers and placing lids on boiling pots. As the children’s chorus sings, the message of small, collective actions for the environment resonates deeply, emphasising that when everyone contributes, meaningful change can be achieved.

Commenting on the initiative, Puneet Das, president—packaged beverages (India and South Asia), Tata Consumer Products, said, “As we face the challenges of climate change, we often underestimate the impact we can create through the power of collective actions. We are pleased to launch this latest initiative from Tata Tea Jaago Re, as part of our continued efforts to build awareness about how small, daily actions can make a meaningful difference.”

“Gemini's advanced image recognition capabilities accurately analyses these actions in real-time, providing users with immediate feedback and validation in natural language, fostering both accountability and a sense of achievement. The robust solution helps quantify individual impact, translating user actions into concrete environmental benefits” said Bikram Singh Bedi, vice president and country managing director for Google Cloud India.

Kishore Subramanian, chief operating officer and chief strategy officer, Mullen Lintas, said, “Over the years, Tata Tea's Jaago Re campaigns in their inimitable style have delivered punchy messages aimed at shaking the common man out of his inertia on a variety of issues. On the plank of climate change, this time around, we continued that tradition by highlighting our collective apathy towards the issue and the prevalent belief that individual actions can't create meaningful change."

Campaign’s take: Tata Tea’s Jaago Re campaigns have always been caffeine for the conscience—and now, they’re adding a shot of AI to the blend. With ‘Har green action se farak padega’, conceptualised by Mullen Lintas and powered by Google Cloud’s Gemini, the latest edition tackles climate inertia by turning everyday eco-gestures into small acts of verified virtue.

Here’s the twist: the campaign doesn’t rely on guilt-tripping adults into green habits. Instead, it hands the mic to kids, letting their simple, smart actions (think bucket baths over luxurious showers and stovetop lids to cook food in its steam) nudge grown-ups toward change. By scanning a QR code or logging on to JaagoRe.com, users can upload photos of their green deeds and watch AI do the heavy lifting—verifying actions, quantifying impact, and even planting trees every tenth time.

While Jaago Re has always stood for social awakening—from voting rights to gender equity—this iteration plugs into AI not just for personalisation, but for participation. It attempts to solve the challenge of turning individual action into measurable momentum.

For marketers, it’s a compelling case of using tech to close the intention-action gap. Because in an age of scrolling apathy, maybe it takes a chatbot (and a child) to remind us to wake up—and Jaago Re.