Tata Tea has brought back its 'Jaago Re' campaign and christened it as 'version 2.0'. Conceptualised by Mullen Lintas, this campaign is titled 'Alarm Bajne se pehle jaago re' (Wake up before the alarm) as it urges people to pre-act and prevent issues from developing.
It opens with a group of people sleeping and a lady in front. The lady who is the protagonist says that the alarm hasn't rung yet and then brings up issues such as farmer's committing suicides, athletes' performances, rapes. She claims that after these things happen, people wake up and react by going on strikes, show anger on Facebook, and become activists. She urges people to wake up and prevent the next alarm by acting now.
Sushant Dash, regional president - India, Tata Global Beverages, said, “Jaago Re has been a path breaker in many ways. It set the way for brands embracing social change as part of their DNA. However, over the years, as with any innovation or new thinking, the space has become crowded. Hence, we needed to break the mould again and showcase our thought leadership. So we went back to the consumer, to the youth. We realised Jaago Re has helped move the needle. From complete apathy, as a nation we have become reactive. However, the need now was to move from being reactive to instilling a sense of ‘Preactivism’ in people. We wanted to create a new paradigm shift that would be relevant to people of all age groups and demographics, to continue this journey of social change in India. ‘Preactivism’ is a new dimension – not reflecting on culture but creating one. This is hopefully the start to another new wave of social uprising that India will see.”
Amer Jaleel, chairman and CCO, Mullen Lintas, said, “Jaago Re has led the conversation on ‘brand activism’ and sparked the wave for not only other brands to participate, but also inspired the youth to be part of the change this country has seen in the past decade. Thanks to social media, there seems to be a lot of outrage, opinions and even solutions arising, but all of this comes quite late -- it happens when there is a tragedy or an incident. This insight led us to realise that the second edition of Jaago Re needed to be at the cutting edge of this new consciousness. We therefore progressed to ‘Alarm Bajne se Pehle Jaago Re’. To do this, we took a deliberately hard stance to provoke people that ‘sleeping’ through our daily existence and only ‘waking’ when something drastic occurs is not what we should be doing. What we need to do instead is anticipate the ‘alarm’ and wake up much earlier, so as to prevent tragedy.”
The campaign also straddles digital and print.
Client: Tata Global Beverages
Creative agency: Mullen Lintas
Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Trishna Parkash, Vishal Shelar
Account management: Kishore Subramanian, Pritish Wesley, Anahita Brar
Planning: Ekta Relan, Sushma R Rao
Production house: Green Grass Film
Director: Anaam Mishra
Film Department: Satyajit Ganu