On Durga Puja, Tata Tea’s campaign urges all to ‘Celebrate the goddesses of our homes’

Conceptualised by Wavemaker, the digital film is an extension to the latest campaign of Tata Tea which is on the theme of pre-activism ‘Alarm Bajne se Pehle Jaago Re’.

e4m by exchange4media Staff
Updated: Oct 18, 2018 4:35 PM

Tata Tea has launched their latest film titled ‘Celebrate the goddesses of our homes’ for their digital campaign Jaago Re Version 2.0. Conceptualised by team Wavemaker, the new digital film is an extension to the latest campaign of Tata Tea which is on the theme of pre-activism ‘Alarm bajne se pehle jaago re’.


The new digital film draws parallel between Goddess Durga and the women at home and office who are part of our daily lives, who make our lives better by working around the clock and multitasking tirelessly. Therefore, Durga Puja was identified as the perfect occasion to launch the digital campaign, the agency said in a statement.


The campaign compares these women to the goddess being worshipped during Durga Puja and how people fail to realise that these women are the images of the goddess too. It is up to us to ensure that they are also given the respect that they deserve. The film ends with a powerful statistic on domestic abuse in India which is thought provoking.


Speaking on the film, Puneet Das, Head - Tea Marketing India at Tata Global Beverages, said, “’Tata Tea-Alarm bajne se pehle jaago re’ has been driving messages of pre-activism in a relevant and thought-provoking manner. On the occasion of Durga Puja, we wanted to connect with our consumers at an emotional level and while drawing a parallel with the celebration of the goddess, reiterate the message of respecting the (women) goddesses in our homes.”


Karthik Nagarajan, Chief Content Officer, Wavemaker India, said, “Every year for 10 days, we celebrate the goddess with 10 hands, shower her with all our prayers and offerings, but tend to ignore the women in our household who the goddess symbolises. This central idea led to the creation of this digital film.”

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