| To
that extent, Tata Tea has initiated a number of initiatives including a tie up
with the soon to be released Aamir Khan film 3 Idiots; the launching of
a 3-city corruption index (Delhi, Mumbai and Bangalore) along with AC Nielsen;
relaunch of its www.jaagore.com website; launch of the ‘Tata Tea Jaago Re
Vrath Yatra’ (Vrath Yatra) bus – a 38-day bus journey across the country
to connect with the youth and urge them to pledge against corruption. Tata
Tea has roped in Fever 104 FM for the Vrath Yatra to help maximise the campaign
and provide touch points to the citizen. The other radio partner is Radio Mirchi
98.3 FM where the central creative idea is “Khilate Khilate Desh ko indigestion
ho gaya hai – is liye aaj se Khilana Bandh, Pilana Shuru.’
Explained Tata Tea Executive Director Sangeeta Talwar on the tie-up with the movie,“The
association with 3 Idiots came about because the concept of the movie has
a significant overlap with ‘Jaago Re’. The
film is about urging the youth to follow their dream, about having the courage
to take a stand and pursue what they desire,”
Tata Tea Associate
President-Marketing, Sushant Dash said, “The tie-up will have Tata Tea and
3 Idiots co-promoting the movie and ‘Jaago Re’ through small vignettes
with Aamir Khan promoting Tata Tea and Jaago Re. These vignettes will be on air
from 9 December." The
‘Jaago Re’ campaign that commenced in August 2007 has been about repositioning
the role of tea from a ‘wake-up’ drink’ to a medium of social awakening.
In 2007,
the message was just that with ads such as a young man asking a politician who
is soliciting votes about his experience in the job of running the country. In
2008, with the imminent elections in India, the focus shifted to asking the youth
to awaken and exercise their franchise and vote the right people into power. This
year the focus has shifted to asking the youth to fight against corruption.
“Tata Tea have beautifully integrated their brand building strategy
with corporate social responsibility (CSR), without mentioning it with their'
Jaago Re' campaign as opposed to most brands that generally allocate a small percentage
of their brand building budgets towards CSR”, said Madison World CMD Sam
Balsara.
Madison handles the media buying while Lintas handles the creative
duties for ‘Jaago Re’. | 
