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Tata Tea Launches New Jaago Re Campaign

The campaign has been conceptualized by Lowe Lintas; watch the TVC here.

Hitesh Ranot | Delhi | December 10, 2010

Tata Tea Premium has launched a new campaign which rides on the Jaago Re movement for public awareness against corruption. The objective of the communication is to make potential consumers re-evaluate their current choice of tea by enhancing the value perception of Tata Tea Premium.

The campaign has been conceptualized by Lowe Lintas.


Tata Tea Premium is a flagship brand in the Tata Global Beverage portfolio. It’s a brand that wakes up millions across India to a great cup of tea. A brand that continues to be at the fore front of converting consumers from commodity to branded tea. The new campaign for Tata Tea Premium highlights the unique mix of big and small grains created by Tea experts, which ensures the right balance of aroma and strength. So that consumers can enjoy a great cup of tea consistently.

This unique proposition is designed with the objective of enhancing value perception of the brand Tata Tea Premium.

Interestingly, the execution of the campaign takes forward the crusade against corruption keeping the story of ‘unique mix of ‘badi & choti patti’as it’s central theme. The product story comes forth entertainingly in the television commercial- which depicts a corrupt official asking for bribe and using patti as a metaphor for money from a lady wanting a license to start a beauty parlour. And aptly so but much to the insult of the corrupt official lady offers him a pack of Tata Tea Premium with choti & badi patti. Being a leading tea brand of the nation Tata Tea Premium has taken the lead once again in providing value & a superior cup of tea to the consumers.


Creative Agency: Lowe Lintas

Chief Creative Officer: R. Balki

National Creative Director: Amer Jaleel

Branch Creative Director: Anaam Mishra

Creative Art: Mathanki Kodavasal

Creative Copy: Akshay Seth

Account Management: Raj Gupta, Shweta Sharma, Ketan Salaye, Martina Jose

Account Planning: Suraja Kishore, Amrita Goswami

Production House: Chrome Pictures

Director: Nikhil Rao


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