Make sports an integral part of our education system, says Jaago Re's next

Tata Tea, the tea brand from Tata Global Beverages, has added another ‘cause’ to fight for in its popular string of campaigns under ‘Jaago Re’. The latest one talks about the lack of sporting culture and the need to not let sports die. The company has been developing the ‘Jaago Re’ positioning since 2008. Conceptualised by Mullen Lintas, the latest film is a beautiful montage of children who are engrossed in their studies, sacrificing their prospective sporting careers.

In all these years, the campaign has touched on some relevant social issues, including voting rights, bribery, positive thinking, women empowerment and liberation and the latest Preactivism that provokes you to act before it’s too late.

Taking forward the conversation on the need for Preactivism, Tata Tea Jaago Re 2.0 launched a compelling film with a hard-hitting message on the reality behind India’s lack of a sporting culture. The film brings to the forefront how sports education is not given its due importance and takes a back seat to academics. With this film, Jaago Re aims to highlight that sports is education too and urges us to preact and make it an integral part of our education system to ensure that our future sportspersons don’t retire even before they begin their careers.

While there is national uproar whenever India performs poorly on an international platform like the Olympics, not much is being done to nurture and support talented athletes to build a strong sporting culture in India. As sports is commonly viewed as a recreational activity rather than something that affects a child’s overall development, children are made to prematurely ‘retire’ from a potential career in sports in order to focus solely on academics.

Sushant Dash, Regional President, India, Tata Global Beverages, said, “The latest Jaago Re 2.0 film tackles the root cause of our nation’s underperformance in the field of sports by exposing a glaring flaw in our society’s outlook towards sports. While parents pay close attention to how well their children perform in Mathematics or Science, not many know whether their child can comfortably run a 400-metre race. Through this film, we hope to spark a change in our nation’s mindset towards sports education and establish the need to give sports as much importance as academics. By making sports a compulsory subject in schools, we aim to create an environment that will also produce more sporting talent that can go on to represent our country in future local and international sporting events.”

The 70-second film follows the day-to-day life of a student through a montage of shots and captures the immense pressure and stress they undergo to perform well academically. It then focuses on how these children are made to sacrifice a future in sports and retire early as a result of their ‘studies’ before ending with a hard-hitting message – ‘Don’t let your kids retire early from sports. PREACT. Pledge to give sports as much importance as academics.’

Shriram Iyer

“Academics edges out sports and as a child reaches pivotal academic years like class 10, sports totally disappears. A consequence of the pressures that an academic system and the society put on children, education is of paramount importance. More importantly, we believe, sports is education too. This led us to put out a campaign that points at the idea that most 14-year-olds who were inclined towards sport tend to prematurely retire from it. We are hoping that a campaign that presents sports dropouts as retired will help up the ante on the importance of sports within the academic system. This message dovetails into the larger petition that the brand Tata Tea is spearheading currently. May sports win. May champions be born,” shared Shriram Iyer, President and National Creative Director, Mullen Lintas.

The TVC:

Credits:

Creative Team: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Sangeetha Sampath, Vaishali Jain

Account Management Team: Kishore Subramanian, Lopamudra Bhattacharya, Anahita Brar, Stacia Tholar

Planning Team: Ekta Relan, Sushma R Rao

Production House: Red Carpet Moving Pictures

Director: Altamash Jaleel

Producers: Sanjay Bhutiani, Sajida Sharma

Film Department: Satyajit Ganu

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