“Next time,” says the actor guiding the narrative as the ad draws to a close, “wake up before the alarm goes off.” This thought, in a nutshell, sums up Jaago Re Version 2.0, the new Tata Tea campaign that aims to instigate social change through cause-related marketing. It follows in the footsteps of “Jaago Re”, a hugely successful campaign launched in 2008 that tackled several social issues — including women’s empowerment, voting, and corruption — and encouraged the citizens of the country to participate in active change.
A preview screening of the powerful television commercial (TVC) propelling the new concept was held at The St. Regis Hotel in Lower Parel, Mumbai, on 13 February, where Sushant Dash, Regional President – India, Tata Global Beverages, explained the vision behind the movement. The accompanying tagline, “Alarm bajne se pehle jaago re”, asks viewers to take preemptive action before any unfortunate incident occurs, by which time it’s often too late. Thus, it promotes an idea of “preactivism” instead of “reactivism”.
Sushant Dash, Regional President- India, Tata Global Beverages at the TVC launch in Mumbai. (Tata Tea)
“From a culture of apathy, we have moved to ‘activism’,” said Dash, speaking at the unveiling. “Today, the youth participates. There’s anger; people take up issues. It’s a positive sign. But that activism often happens after an event is over. For us, it’s important that we change this ‘reactivism’ to what we call ‘preactivism’. Jaago Re Version 2.0 is about a new paradigm, a new language. It is about getting the youth and the consumers to do things before an event actually occurs.”
We live in an age where heightened awareness leads to discussions and outrage in society and, according to Dash, anticipating and preventing these incidents is a natural progression from there. “What we want is a behavioural and cultural change, in terms of timely activism. The alarm is a representation of that untoward event. The call-to-action is about conversations, about people understanding this concept.”
This movement will be implemented in three phases. First up is the TVC, which addresses current issues such as farmer suicides, rape, and civic disasters in its content. The advertisement will be accompanied by large-scale digital augmentation driven through social media over the next 8-10 weeks, as a way to establish the overarching concept of “preactivism”.
“There’s anger; people take up issues. It’s a positive sign. But that activism often happens after an event is over. For us, it’s important that we change this ‘reactivism’ to what we call ‘preactivism’,” said Sushant Dash, Regional President – India, Tata Global Beverages.
Following that, Tata Tea will act as a facilitator, ensuring the participation of the youth in the causes it tackles. And finally, Dash explained, the brand will “walk the talk”, acting on its own to initiate meaningful change, over the next 12-18 months.
This approach mirrors the previous campaign as well, which established the idea of Tata Tea being synonymous with not just ‘waking up’ but ‘awakening’. For instance, the brand worked closely with the NGO Janaagraha to enable the youth to get registered for voting, during an earlier campaign.
The new campaign picks up from where the last one left off. Instead of focusing on individual subjects or issues, Tata Tea understands that greater awareness can be created through cause-related marketing. Thus, they have decided to broaden the scope by creating a novel, all-encompassing approach to activism. Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas, spoke at the event as well. Discussing the strategy and planning of the campaign, he said: “We looked for so many subjects. While looking for them, we found that any new subject we had, either we’d done it in the past, or somebody else is doing it now. Through that journey, we realised that a brand that sparked off social brand-related activism needs to elevate itself and go beyond just the subjects. The snoring, in the ad, is a metaphor for how we’re snoring through these times when we should we waking up just before.”
‘Anthem of Apathy’, the latest campaign from Jaago Re Version 2.0 by TATA Tea sees an exclusive international release tomorrow, February 14, 2017.
Called 'Alarm Bajne se Pehle Jaago Re', the campaign introduces an angry young female protagonist.
In the year 2008, Tata Tea for the first time introduced its iconic Jaago Re campaign which created a strong impact in the minds of the viewers. Jaago Re campaigns have, in the past, focused on various topics ranging from corruption and bribery to voting and women empowerment.
Recently, the brand released its new TVC 'Alarm Bajne Se Pehle Jaago Re', conceptualised by Mullen Lintas. It urges people to stop reacting after tragedies hit and instead start 'pre-acting' to prevent them from happening. Tata Tea intends to encourage 'pre-activism' - a behaviour of timely activism which happens before, to prevent unfortunate things.
The ongoing TVC will be on air for the next eight to ten weeks. The brand will also do a large scale digital campaign.
The previous Jaago Re campaign was released in the year 2014. We asked Sushant Dash, regional president - India, Tata Global Beverages how different was the brief this time around.
He says, "The brief remained the same saying we need to establish thought leadership, stretch our media monies more and wanted to get into the youth habitat and speak the language of the youth. If we needed to do that, we needed to go the next level. When we did Jaago Re in 2008, it was a completely new thing even in terms of the story telling. The creative that came through was very different and that's what appeals to the people and that shows thought leadership."
Sharing about the challenge the agency faced while coming up with the concept, Amer Jaleel, chairman and chief creative officer, Mullen Lintas, says, "It was challenging to come up with the thought. It took us six months. There were many nice pieces of work that we shared with the client but they didn't grab it. They dropped the ball. They said this is not the ball to catch and kept doing that till we came up with this idea and I am glad this happened. So that was the challenging part."
We asked our ad expert KV Sridhar (Pops), founder and chief creative officer, Hyper Collective, if this ad was likely to be a success and make an impact on the viewer's mind like the previous ads. Whether it would take the Jaago Re theme forward?
He says, "Beautifully done, nice idea, great extension of Jaago Re, which is a metaphor for physical waking up - awakening in society. I think they could have made it more personalised and relatable, though. Like the previous ads had politicians - that was more relatable. Now it has become more symbolic and abstract. It could have been more personalised through a story. That way, people can empathise more. A word of caution to the team on that front. But overall, it's a beautiful thought."
Here is a look at some of the Jaago Re ads from the past.