Tata Tea books heavy on all Star channels for new campaign

BANGALORE: Tata Tea has blocked over 1000 spots on all the 14 Star Network channels on 9 December for the second phase of its ‘Jaago Re‘ campaign.

Most of the ‘Jaago Re‘ ads will appear in the first spot of each ad-break and will have a mix of celebrities speaking about the campaign.

The ‘Jaago Re’ blitzkerg on the Star Network will have spots peppered with clips prepared by Channel [V] of a mix of celebrities like Neil Nitin Mukesh and Madhur Bhandarkar speaking about the campaign.

The first phase of the multimedia campaign with the tag line ‘Aaj Se Khilana Bandh, Pilana Shuru’ commenced on 25 August this year.

The second phase of the ‘Jaago Re‘ multimedia campaign, the commencement of which coincides with the Anti-Corruption Day, was recreated to spread awareness on the issue of corruption and to take ‘Aaj Se Khilana Bandh, Pilana Shuru’ to the next level.

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 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’.

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