The campaign marks the 25th birth anniversary of Tata Tea in its Jaago Re style; watch the TVC here
Neha Saraiya | New Delhi | November 16, 2011
With each passing a day a new scam or scandal is coming to light and all this had to a large extend has left feelings of cynicism and negativity everywhere we look and the confidence of the common man has taken some hit. In such a scenario, the Tata Tea's new Jaago Re ad offers some fresh air.
On the occasion of 25th anniversary of Tata Tea brand, the company decided that through its new campaign it would try to give a salute to the nation and the housewife, who was the one that buys Tata Tea and brings it home.
Though Tata Tea has done numerous campaign in regards to awakening and has even touched upon the issue of corruption in the past, the creative team at Lowe and the brand felt that doing another campaign in regards to fighting corruption would just not be able to cut ice amidst this growing discontent and would probably get drowned in the already very shrill and negative sentiments that exists today. And as it was the 25th anniversary of this brand the idea was to do something bold and new.
Amer Jaleel, National Creative Director, Lowe Lintas, “The whole team was lead by a very simple direction provided by R Blaki and that is if something negative happens then one can either look at it from a negative lens or pick up the positive one. And in case of this campaign we have gone with the positive lens and tried to show that sure there are scams emerging but it's only for the good because only when things like these would exposes that one can get them on trial and that would lead to building a corruption free future for our nation”.
The idea of the ad was not too brush down the cynicism that prevails and hence the male of the house has been shown as the one who is perturbed of the happening around and is frustrated and become a cynic. However, it is the female of the house that points out the up side and infuses positivity. The female protagonist has been portrayed as a mature sensible and wise who is able to lift the shroud of negativity in our nation and clearly see that there was some good in it for all us and also for the nation. The execution of the ad is unique in the sense that it explains the awakening of the nation to that of making tea and that is also the high point for this Television commercial.
The tricky part was ensuring that it did not come across as a brand that was condoning the scams or merely glossing over them but if we did acknowledge them, would we have enough legitimacy to also send out a message to see the positive side of it all in the same breath.
“The end statement sums up all we want to say that Tata Tea, which is a 25 year old brand salutes 64 year old brand India,” concludes Jaleel.
Thus keeping in mind the current scenario where in every second day there's a new scam being brought into light, the TVC invokes the belief that the change will come soon, which will help steer India in the new direction of growth exclusive of mass corruption.
Credits:
Creative: R Balki, Amer Jaleel, Anaam Mishra
Planning: Vikram Sathyanath, Gulshan Singh
Account Management: GV Krishnan, Aejaz Khan, Rajiv Chatterjee, Kunal Madhavdas, Mainak Bag
Production House: Chrome Pictures
Director: Amit Sharma
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