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Tata Tea has brought back its 'Jaago Re' campaign - 'version 2.0'. Conceptualized 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 young woman, the protagonist of the ad, in front. She says that the alarm hasn't rung yet and then brings up issues such as farmers committing suicides, athletes' performances, rapes. She claims that after these things happen, people wake up and react by going on strike, showing anger on Facebook, and becoming activists. She urges people to wake up and prevent the next alarm by acting now.
The ‘Jaago Re 2.0’ ad film highlights how we, as a country, need to change our behavior towards social issues. We are living in a time where people gather in huge numbers, on-the-ground and online, when outraged by an incident. However, to push our consciousness further, we need to create a new behavior within activism. We need to ignite the spirit of prevention so that our society can evolve into a new reality; where it takes measures to intercept warning signs and prevent disasters. We need to wake up before the ring of the alarm hence the message, ‘Alarm Bajne Se Pehle Jaago Re!’
The first edition of the ‘Jaago Re’ campaign focused on various topics ranging from corruption and bribery to voting and female empowerment. Over the years, the campaigns have been instrumental in igniting a social revolution of sorts by provoking an entire generation of Indians to wake up to socio-cultural issues affecting them. ‘Jaago Re’ campaigns have always questioned people’s apathy towards social issues and what can be done to bring about a change both within and without.
The ad is produced by Green Grass Film and directed by Anaam Mishra. Sanjay Mali from Prime Focus delivered the online edit for the ad.
Credits
Client: Tata Global Beverages Pvt Ltd
Agency: Mullen Lintas
Production House: Green Grass Film
Director: Anaam Mishra
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