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MUMBAI: The Jaago Re campaign - "Aaj Se Khilana Bandh, Pilana Shuru" has taken a new turn by focussing on corruption in educational institutions. It could not have come at a better time than now considering admission season is round the bend.
Every year, around this time, parents spend sleepless nights and most of their saved up bank balance to get their child admitted into the desired engineering or medical college. And the fact that educational seats are given out on the basis of bribes and not individual mettle, at times, even results in disastrous steps like suicide by students.
The new Tata Tea Jaago Re campaign conceptualized by Lowe Lintas, takes the issue head on and fixes the responsibility for eradicating corruption from education system on parents themselves. One of the biggest evils associated with the education sector has been the practice of parents bribing to get their children?s admission into educational institutions.
The TVC narrates a similar story. Aptly summarized by - ?Chai Piyo, Padhai Karao? - the commercial drives home the point that parents bribing and buying admission for their child is akin to educating children to grease palms to get things done. It?s almost like giving children a lesson in corruption, that easy way out is to keep bribing to achieve what we want in life. It?s an incisive take on how choices we make early-on pave the way for how we conduct ourselves, later on, in all spheres of life.
The ongoing Jaago Re campaign - "Aaj Se Khilana Bandh, Pilana Shuru" ? is an attempt to awaken every Indian to the fact that corruption exists because we feed it, we bribe to get things done. This campaign takes the brand credo ? ?be the change you want to see?, a step further by fixing the onus of stopping corruption on every citizen. It urges people to stop feeding - ?Khilana bandh?, that in order to eradicate corruption, we must stop giving bribes. And it turns the phrase of ?khilana-pilana? - widely coded term for bribing, on its head by advocating ?khilana bandh, pilana shuru?. Wherein ?pilana shuru? is signified by a cup of TATA Tea
TATA Tea Jaago Re campaigns have been triggering positive debate and discussion in nation building. It certainly has raised the bar by becoming the ?awakening agent? of the entire nation. And this time it?s out to awaken parents responsible for corruption in education system with a sharp message- ?Chai piyo, Padhai karao?.
