Tata Tea’s latest ad campaign seeks to provoke Indians to think about the current socio-political system. In a unique overlap of brand and social messaging, Tata Tea has taken a resolute stand in its latest advertising campaign ‘Jaago Re’ to exhort citizens of India to be agents of social change and engage in constructive and positive agendas. Lowe is the creative agency behind the campaign.
The four Tata Tea brands – Tata Tea Premium, Tata Tea Gold, Tata Tea Agni and Tata Tea Life – are currently advertised and positioned uniquely. These four brands have now been bought together under one umbrella brand – Tata Tea. This consolidation and unification of the four brands is aimed at communicating to the consumer a single, unified message in terms of emotional connect – ‘Har Subah Sirf Utho Mat, Jaago Re’.
Speaking about the re-staging of the brand, Percy Siganporia, Managing Director, Tata Tea Ltd, said, “We are charting a course to be India’s foremost tea based beverage company, and a key mission towards achieving such leadership is to establish the Tata Tea market and thought leadership for branded tea in India. We are building market volume leadership and are tasking achievement of market value leadership. As a category leader, Tata Tea believes its youth-oriented market and operational focus will emotively connect with issues that drive the heart, mind and soul of India’s emerging social consciousness. Tata Tea will lead category thought and widen the scope of the current universal appeal of tea based beverages.”
Explaining the rationale behind the new campaign, Sangeeta Talwar, Executive Director-Marketing, Tata Tea Ltd, said, “In India, tea is much more than just a beverage, it is indeed a way of life. It is so deeply embedded in our psyche, in our roots, and our culture that we cannot imagine life without a cup of steaming hot tea. The new campaign will migrate Tata Tea from being a physically and emotionally revitalising tea experience to one that will challenge the consumer’s intellect to ‘awaken’ to what is around them. It will motivate people to internalise the tea experience and externalise their social awakening. It is probably the first time that any brand is taking on the mantle of social responsibility in such a manner. The campaign will also provide a poignant platform for connection with the youth.”
Amer Jaleel, Creative Head, Lowe, said, “The brief we got from Tata Tea was that they had various brands and the idea was that they wanted to have a consolidated tea campaign and seen as a one big brand.”
He added, “Tea as a category hasn’t been very appealing to young people. But Tata Tea inspires you to awaken than just wake up. The campaign is targeted at expanding the consumer base in smaller cities, towns and villages, and thus has a local feel to it.”
“The campaign will run across multiple mediums, including television, cinemas, print, outdoor and radio. The new campaign will establish a mega feeling around the brand and clearly establish the position of the Tata Tea brand as a category leader. The TVC has broken recently in news and entertainment channels. Print broke in few magazines and newspapers. Radio is going to break next week and outdoors also soon,” Jaleel further said.
“There will be one main commercial and six short duration commercials. Each of the commercials will touch upon one relevant social issue. As part of the campaign, Tata Tea brand has also tied up with the Jaago India Foundation. The Foundation and Tata Tea have launched a website that will cover a socially relevant issue every month. The site will provide all the required information on the issue, will allow consumers to interact and provide solutions. Many of the communication tools being planned at the malls and multiplexes will be used for the first time in the country,” informed Jaleel.