A Teacup And A Storm
Tata tea is a brand with a conscience. Taking up one issue at a time, it wants to rid India of its maladies. In its next phase of Jaago Re 2.0 campaign, it is now creating awareness around women safety and the need of a sports culture in the country.
Taking further from the first phase of the campaign — where Jaago Re urged people to pre-act instead of reacting to social issues after a tragedy has occurred — the second phase aims to encourage people to sign petitions on issues currently plaguing the country such as women’s safety, gender inequality and lack of a sports culture in the country. The campaign calls for measures of gender sensitisation to be introduced in schools by the human resource and development ministry as education can help in bringing about a more equal and safe society for women.
Talking about the concept behind the campaign, Sushant Dash, Regional President - India, Tata Global Beverages, says, “Pre-activism is about nipping the problem in the bud. In this phase, we are aiming to create over one million pre-activists who will sign the petition and pledge to bring about a real change. In addressing issues as pressing as crimes against women, we need to bring about a shift in attitude and teach young children to respect all genders. Gender sensitisation at the grass-root level is critical to create a more gender equitable society.”
Tata Tea’s petition for encouraging sports in the country aims to include sports as a compulsory subject in schools. The brand also encourages people to participate in and support at least one local sporting event and to take their children for one of these sporting events. Dash says, “In the case of sports, the fundamental issue is the lack of a sporting culture in our country. Sports is still looked upon as an ‘extra-curricular’ activity. We need to change that and inspire our children to participate in sports for their holistic development, and even encourage them to take it up as a viable career option. Only then, will we be better equipped to win at sporting events not just locally but internationally too.”
Tata Tea has tied up with social activist Ranjana Kumari and Olympic medallist Dipa Karmakar as the brand ambassadors of the campaign for the issues of women safety and sports encouragement, respectively. They will share their views on these issues, create awareness and inspire people to do their part.
The campaign, conceptualised by Mullen Lowe Lintas, will have renditions on TV and digital as well.
