Jaago Re 2.0 urges India to 'pre-act' and not react

Conceptualised by MullenLintas, Tata Tea's new campaign urges people to stop reacting and instead start acting to prevent tragedies from happening

BestMediaInfo Bureau | Mumbai | February 15, 2017

Click on the Image to watch the TVC.

Tata Tea is back with its iconic campaign, Jaago Re. The campaign that captured quite a few eyeballs when it first hit our TV screens in 2008 has dealt with many socially relevant topics. From asking people to go out and vote to empowering women by bringing to everyone's notice that they make 49 per cent of the voter's pool, the subjects have been varied.

With the new campaign, 'Alarm Bajne se Pehle Jaago Re', the tea brand intends to take its stance on being positive a notch higher.

Conceptualised by MullenLintas, the new campaign urges people to stop reacting after tragedies hit and instead start 'pre-acting', and prevent these issues from happening.

Sushant Dash

Talking about the insight behind the campaign, Sushant Dash, Regional President-India, Tata Global Beverages, said, “Around a year ago when we started brainstorming with the agency and also within the marketing team, the question we asked was 'what next?'. We had talked about questioning politicians, we had talked about women empowerment, should we take up another topic and talk about it? Would that actually show thought leadership? While we were the ones to start this whole journey, there were a lot of brands that had started talking about social change and cause-related marketing. So, people had caught up. The other thing is that the youth also has moved on, so we needed a new language.”

In all the contemplation and discussions, the company also considered whether to drop Jaago Re but soon realised that it was a valuable property and that social change is a journey that never ends.

“What we really needed was to think about it in a completely new angle. When we went to the consumer, we also realised that in 2007-2008 there was a culture of apathy. What Jaago Re and other campaigns and social media did was to move people from this culture of apathy to activism. Youth today participate, there is anger and people do take up issues. But that activism many times has evolved into re-activism, where it happens after an event or incident is over. We realised that to actually bring about change, we had to change this re-activism into what we call pre-activism. So Jaago Re 2.0 is about getting consumers to do things before an event occurs,” added Dash.

The film brings alive the need for pre-activism through a female protagonist who drives this conversation with a compelling storyline that showcases the current reactive nature of people -- rallying for an issue once it has happened or taking to on-ground and social media after something bad has happened. It takes the analogy of an alarm clock which here means a wake-up call and asks people to get up before alarm rings.

Amer Jaleel

“Jaago Re has led the conversation on 'brand activism' and sparked the wave for not only other brands to participate, but also inspired the youth to be part of the change this country has seen in the past decade. Thanks to social media, there seems to be a lot of outrage, opinions and even solutions arising, but all of this comes quite late -- it happens when there is a tragedy or an incident. This insight led us to realise that the second edition of Jaago Re needed to be at the cutting edge of this new consciousness. We therefore progressed to 'Alarm Bajne se Pehle Jaago Re'. To do this, we took a deliberately hard stance to provoke people that 'sleeping' through our daily existence and only 'waking' when something drastic occurs is not what we should be doing. What we need to do instead is anticipate the 'alarm' and wake up much earlier, so as to prevent tragedy,” said Amer Jaleel, Chairman and CCO, MullenLintas.

Why bring back the property now?

“In a sense we have never gone away from Jaago Re. If you look at it we have done Jaago Re every two to three years. That is the way we have always planned our media and planned the campaigns. If you go back to the marketing and the business objectives, the idea was to consolidate the four brands and create a mother brand that connects with the consumer on an emotional level. So, the way we have always done it is run a Jaago Re campaign that talks about the emotional connect and builds the affinity and love for the brand and we follow that up with individual product branded messages. That's how Jaago Re has been all the while,” said Dash.

Speaking about the one big challenge they had to overcome while doing the campaign, Dash said, “The challenge I think in some sense was the success of Jaago Re. When you want to do something completely new and establish thought leadership, you need to be ahead of the curve but also have something so successful so you need to build on that equity. Whenever you want to build the equity and want to work with the success then it becomes very difficult to differentiate at the same time because you are drawing from the success of something so you tend to draw from the same areas. So I think that was the biggest challenge, to build on the equity of Jaago Re but do something completely new and different.”

While a lot of thought has gone into making the campaign relevant for the youth, the truth remains that decisions like which tea to buy is still largely taken by the women of the house. So who is their target audience, is it primarily the youth?

“No, it is not the youth. It talks the language of the youth, it talks through the youth but I think what we were very clear about is that it appeals to everyone.”

The campaign will go about in three phases. Phase one will focus on establishing the concept and creating conversion around it, the third will be achieved through the TVC and the digital leg of the campaign. In phase two, the brand will facilitate and ensure that the consumers start participating in the concept of pre-activism and in phase three the brand will walk the talk.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2017/02/Jaago-Re.jpg

Credits:

Client: Tata Tea

Creative Agency: Mullen Lintas

Creative Team: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Trishna Parkash, Vishal Shelar

Account Management: Kishore Subramanian, Pritish Wesley, Anahita Brar

Planning: Ekta Relan, Sushma R Rao

Production House: Green Grass Film

Director: Anaam Mishra

Production House: Green Grass Film

Film Department: Satyajit Ganu

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