'Jaago Re 2.0' Round Up

A look at some recent ads released by Tata Tea, under the 'Jaago Re' umbrella.

In February of this year, Tata Tea came back with its Jaago Re 2.0 campaign, 'Alarm Bajne Se Pehle Jaago Re', after a gap of three years. In 2008, the brand first launched its campaign under the Jaago Re theme. Back then the campaign focused on various topics ranging from corruption and bribery to voting and women empowerment.

Recently, under the Jaago Re 2.0 theme, the brand has launched new campaigns under pre-activism (timely activism that happens prior to an event to prevent unfortunate circumstances from arising) focusing on topics like gender equality, gender sensitivity and helping parents understand the importance of sports in their children's lives as much as education. These ads are conceptualised by Mullen Lintas.

A look at some of the recent ads released by the brand:

Why are our rising sports stars retiring?

The brand addresses parents with this question through the ad. In India, parents generally push their children to focus on education more than sports. The film highlights the need to make sports a compulsory subject in schools and urges people to sign the Jaago Re petition to be submitted to the HRD Ministry.

New digital campaign by Tata Tea under 'Jaago Re' theme - Why are our rising sports stars retiring early

Inequality is learnt. Equality needs teaching

This film showcases an instance of gender inequality we often ignore. It depicts how we perpetuate the notion of women being the weaker sex and inferior to men. This is done through a simple conversation that a father has with his son after the boy loses to a girl in an obstacle race. Through the film, the brand aims to educate and drive awareness on the topic of gender equality.

Tata Tea's campaign under 'Jaago Re' theme - Inequality gets Learnt. Equality needs Teaching

Let's practise Gender Sensitivity at home

Through this film, the brand hopes to tackle the issue of women's safety by addressing its root cause - gender inequality. This inequality is imposed on girls at a young age and continues into adulthood, giving men the erroneous idea that they are the superior sex. The film brings to the forefront the biases and stereotypes we unconsciously impart to impressionable children that then continue into their adult lives. The Jaago Re 2.0 campaign aims to make parents conscious of this problem and play an active role in addressing it properly. The brand believes that as Indians, we need to work harder towards creating a more gender-sensitive environment; an environment where men and women respect each other and treat each other as equals.

Tata Tea Jaago Re ad - Let's Practise Gender Sensitivity at Home

A message for all parents...

Through this film, the Jaago Re 2.0 campaign highlights the growing issue of depression and suicidal tendencies among students as a result of the tremendous pressure to deliver when it comes to education. As parents, it is imperative to be conscious of the stress children experience and help ease their burden before it's too late.

Tata Tea Jaago Re ad - A message for all parents

Here is a look at some of the Jaago Re ads from the past:

Jaago Re - Shahrukh Khan's Chhoti Shuruaat

Jaago Re - Khilana Pilana TVC

Jaago Re - Admission TVC

Jaago Re - Badi Patti Chhoti Patti TVC