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Tata Tea recently launched a digital film and website in honour of World Environment Day, focusing on the fight against climate change. Building on its previous campaigns, such as the iconic "Jaago Re" campaign in 2007, the popular beverage brand continues to tackle important issues in India.
Tata Tea Jaago Re's new TV commercial creatively uses nursery rhymes to convey the urgency of fighting climate change, with the aim of making the message familiar and personal to parents.
The ad features modified verses from well-known children's songs like Jack and Jill, Machli Jal ki Rani, Twinkle Twinkle Little Star and Rain Rain Go Away, presenting a potentially grim reality and damaged world that future generations could inherit if immediate action is taken not taken.
Using this creative approach, Tata Tea Jaago Re encourages consumers to take simple and practical steps to help fight climate change, with the aim of demystifying the perception that it is a daunting and complex problem.
Puneet Das, President of Packaged Beverages (India & South Asia), emphasized the brand's commitment to raising awareness and addressing key social issues.
“It is impacting everyone and the problem is getting bigger every day. It is no longer a distant problem, but something that affects us in our day to day. That's why we need you to be part of the domestic conversations. Every family should discuss what they can do and most importantly, the current generation should watch their habits and have a sustainable mindset.”
Hari Krishnan, chief executive of Mullen Lintas, the creative agency behind the campaign, described Tata Tea Jaago Re as a longstanding, purpose-driven movement. The brand aims to provoke reflection and social action through the use of children's songs as a powerful tool, particularly with the participation of children.
"The intention is to make climate change a personal and related issue, ultimately driving positive change within society."
"This year we've upped the ante by having kids make the point in a forceful way. Because it is their generation that has to suffer the consequences of our actions. We've hit a sweet spot with our creative device where we've turned popular nursery rhymes into strong messages about climate change, spoken by little ones, making it even more impactful. We want this awakening to lead to positive change in society."
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