Tata Tea has launched a campaign titled #JaagoRe for World Environment Day, with an aim to urge people to conserve the environment for the future generation to see and experience. Conceptualised by Mullen Lintas, the film features kids who go up on stage and recite their own words to the tunes of popular nursery rhymes.
The film begins with different kids taking turns to go up on stage and recite a popular nursery rhyme. However, these kids add their own wordings which make the audiences who comprise parents aware of the climate change problems we’re facing.
Puneet Das, president - packaged beverages (India and South Asia), Tata Consumer Products said, “Tata Tea Jaago Re has always believed in raising the society’s collective consciousness on key social issues of our times and there is nothing more pressing than the need to fight against Climate Change for the world’ future. While climate change and its negative impacts have long been discussed, it is critical to understand how children are rendered the most vulnerable in this context. The current edition of Tata Tea JaagoRe is based on the most basic parenting insight of protecting our children and ensuring that we do everything to give them a better future. This year, we are using popular nursery rhymes to portray how the childhood of our kids could look very different from ours if we don’t act now!
He added, “We hope that this makes the issue of climate change very personal and relatable leading to a wider behavioural change in our society by each individual.”
Hari Krishnan, CEO, Mullen Lintas, said, “Tata Tea Jaago Re is not a campaign but one of the longest running purpose-led movements. As a thought-leader Tata Tea has always held a mirror to the society and this time it’s no different as the brand has embraced climate change as a cause. This year we have upped the ante, by having kids making the point in a hard-hitting way. Because it is their generation that has to suffer the consequences of our actions. We have hit a sweet spot with our creative device where we have turned popular children’s rhymes into resounding messages about climate change, voiced by the little ones, making it even more impactful. We want this awakening to lead to a positive change in the society.”