Tata Tea, the flagship brand of Tata Consumer Products (formerly Tata Global Beverages Limited), has established itself as a household name in India. Over the years, the brand portfolio expanded to include Tata Tea Gold (2003), Tata Tea Agni (2005), and Tata Tea Life (2007), each catering to different consumer preferences.
In 2003, Tata Tea was rebranded as Tata Tea Premium, marking a shift in its market positioning. By 2006, the brand sought to consolidate its media investments and optimize spending across its tea portfolio. According to Sushant Dash, then President, Beverages – India & Middle East, this consolidation was essential as they aimed to appeal to a broader audience, especially the youth, in a competitive market dominated by soft drink giants like Coca-Cola and Pepsi.
Redefining Tea for a New Generation
The challenge was clear: how could Tata Tea evolve from being perceived as a “drink of the olden days” to resonating with a younger, more dynamic demographic? Amer Jaleel, former Group CCO and Chairman of Mullen Lowe Lintas, and his team delved into India’s tea culture. They found that tea wasn’t just a beverage; it was a catalyst for conversations about societal issues and a symbol of awakening.
Through brainstorming sessions with Lowe Lintas, the team unearthed a powerful insight — tea is not just about waking up but about awakening minds. This realization sparked the idea of integrating social causes with the brand’s messaging. Thus, the iconic campaign, ‘Jaago Re,’ was conceived.
‘Jaago Re’: A Call to Action
Launched in 2007, the first ‘Jaago Re’ ad starred Pankaj Tripathi, portraying a politician confronted by a young voter questioning his credentials. Directed by Amit Sharma, the ad stood out for its bold storytelling and resonated deeply with India’s youth. The tagline, “Har Subah Sirf Utho Mat, Jaago Re” (Don’t just wake up every morning, awaken yourself), became a rallying cry for social awareness.
The campaign didn’t just stop at advertisements. In 2008, the ‘One Billion Votes’ initiative encouraged voter registration, particularly among urban youth who were often unaware of the process. Partnering with Bangalore-based NGO Janaagraha, the campaign simplified voter registration through online tools, enabling thousands to participate in the democratic process.
Expanding the Vision
In 2011, Tata Tea Premium celebrated its 25th anniversary with the ‘Soch Badlo’ (Change Your Thoughts) campaign. This initiative urged people to adopt a fresh perspective, continuing the brand’s commitment to fostering social change.
Through its journey, Tata Tea Premium has successfully transcended its role as a tea brand to become a symbol of social awakening. The ‘Jaago Re’ campaign remains a testament to the power of purpose-driven marketing, inspiring generations to think, act, and bring about meaningful change.
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