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Tata Tea Premium’s new Jago Re! TVC plays on big & small duties

Conceptualised by Lowe Lintas, the TVC plays on the perfect blend of ‘chhoti and badi patti’

BestMediaInfo Bureau | Delhi | September 20, 2012

Tata Tea’s award-winning Jaago Re! campaigns have time and again inspired individuals to be the agent of change they wish to see around them. Making its debut in 2007, the campaign began with a television commercial which showed a young man enquiring about the credentials and credibility of a local politician campaigning for votes before offering him a cup of tea. Striking a chord with the youth, the campaign triggered a series of ads over the last four years that played on the themes of awakening, enlightening and civic consciousness.

The latest TVC of Tata Tea’s flagship brand Tata Tea Premium, conceptualised by Lowe Lintas, touches upon the importance of fulfilling ones civic duties, however big or small they may be. The TVC plays up the fact that to make a serious impact, it is not enough to do only the ‘big and important’ things like voting and fighting corruption, but that it is crucial to do what are often considered minor tasks like following traffic rules, that are equal in importance and impact.

The film plays out at a typical Indian home where the husband returns on a motorbike with two of his friends. The wife teasingly asks the husband if he is done with his day’s share of whiling time away. The husband replies with great pride that he just cast his vote and had thus fulfilled his ‘big’ duty. His wife, on hearing this, starts to prepare tea made merely of big tea leaves. On being asked by the husband, she explains that just as the way a perfect cup of tea has a blend of ‘chhoti’ and ‘badi’ patti (big and small leaves), it is equally important that one gives importance to a blend of all duties, however big or small they may be.

Vikram Grover, Head - Marketing, Tata Global Beverages, said, “Our insight from recent events has been that while we as a country are getting deeply engaged with the larger issues that the nation is facing, we sometimes forget the small duties that we are expected to perform as citizens. The film builds on giving due importance to issues big or small. The commercial draws from Jaago Re’s philosophy and blends perfectly with the product differentiator of Tata Tea Premium which has a perfect blend of small and big tea leaves (choti and badi patti) required to make a perfect cup of tea.”

The TVC:



Client: Tata Global Beverages

Agency: Lowe Lintas

Creative:  Amer Jaleel, Anaam Mishra

Servicing: GV Krishnan, Aejaz Khan, Rajiv Chatterjee, Kunal Madhavdas, Mainak Bag

Planning: Vikram Satyanath, Gulshan Singh

Production house: Chrome Pictures

Director: Amit Sharma

Media agency: Madison Media

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