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(7 votes, average: 4.14 out of 5)
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With stunning immediacy the audience rose to the occasion and www.jaagore.com became a hot bed of enduring political revolution. The resounding sounds of success hadn’t yet faded, when the campaign diversified and made an equally flourishing foray towards the goal of socio-economic reform with a new set of advertisements condemning the malignant practice of corruption in which both the givers and the takers are were condemned as perpetrators of the heinous malpractice. Tata Tea thus became an icon for change and strengthened its position as a revolutionary brand household necessity.
Mirror Image of Society:
The advertisements under the ‘Jaago Re’ slogan hit the screens and instantaneously struck a chord with the masses given the engagingly and dangerously real nature of the rousing advertisements. Monochromatic, yet multi-dimensional, the advertisements captured the folly of the people, the presumption of feckless politicians, the festering lack of awareness that exists in an a-political society and a resigned acceptance of mediocrity and malaise in the system.
Using grim humour, firm but polite depreciation of societal indolence and biting criticism of the erroneous practices of politicians, the commercial threw down the gauntlet, committed to changing our approach towards elections and voting. With remarkable exactitude and brevity the advertisement empowered its audience with the realization that each vote, each informed choice mattered in determining the macro and micro fate of the country.
Having secured a steady and infallible popular support, Tata Tea Limited re-launched it’s website with a new project to tackle societal reform, starting with corruption. ‘Jaago Re’ launched a drive against corruption with by declaring December 9th and Anti- Corruption Day. This move aimed to make the elimination of corruption a national reality. As seen before, the advertisements were unerringly precise and wholly identifiable and livened up with quirky slogans that tickled the senses and made room for itself in the viewer’s psyche.
Tempest in a Teapot: Idea and the Product
Tea can quite safely be accepted as the nation’s beverage of choice. From light, fragrant brews to concoctions so thick that you could stand a spoon in them, India has seen it all and loves it all for its revivifying properties. By drawing equivalence between this caffeine jolt that fuels us to an intellectual shove that perpetuates our progress towards embracing our share of responsibilities, drinking Tata Tea became more than a mundane everyday activity.
Picking up a pack of Tata Tea became making a choice not only about sifting through brands as a consumer, but also about adopting all the principles that it now appeared to embody as a conscientious citizen. When the product became a household fixture, so did the idea of change. Painstakingly, cleverly and with splendid briskness the need to change snuck under the thick and impervious hides of the previously lackadaisical patrons.
The beverage and the accompanying call for initiative pervaded their target systems and burbled with success when the respective system reacted positively to a therapy mildly akin to shock therapy.
Concept and Themes:
The expert handling of the notion of centrality in the advertisement is an expression of genius. The focal point is tea. Tea is what every Indian argues over, what we share laughter over, what we share our sorrows over, what we cling to while sticking to our argument at the corner tea stall and also what we linger over, savouring those precious minutes of solitude. Using this, ‘Jaago Re’ uses tea as a facilitator of its cause.
I find the presentation of ideas in this array of advertisements to be fascinating because of the near illusive yet perfectly evident reference to the product itself. The event, the context and the presentation of concerns is centredcentered on the chosen cause and the cup of tea merely portrayed as a medium or carrier of that very cause. Willy execution and wondrous inventiveness turns the product into an unassuming mascot, yet manages to carve a permanent niche in the minds of its viewers.
Four major factors form the four secure pillars of ‘Jaago Re’, both for the concept and the product. First and foremost, there is identification, both of the product and of the cause. Secondly, there is acceptance of the identity of the product and of the cause since without acceptance realisation is unworkable. and And bereft of realisation, the third pillar, that of an informed choice is likely to be found prostrate in a field of doom. Once empowered with the knowledge afforded by the first two pillars, making a choice is surprisingly easy, since we are suitably equipped for the fourth pillar of consequences. Reaching this fourth stage fills one with a sense of achievement since it is at this juncture that we become masters of our own destiny.
Furthermore, ‘Jaago Re’ urges a person to not only ‘jaago’ but also ‘jagao’. It gives people a chance to personally further the change, to increase the reach of the change and to be the change.
Declaration of Intent:
Tata Tea Limited clipped the wings of its disparaging detractors by proving that not only had they issued a call for change, but they also provided a framework designed to enable a common man to work his unraveled sense of initiative. With the support of sponsors who strongly believed in the power of participatory democracy and various outreach partners, under the aegis of a stellar advisory body consisting of Mr N. R. Narayana Murthy (Chief Mentor, Infosys), Mr T S Krishnamurthy (Ex Chief Election Commissioner), Tariq Ansari (Midday Group) and Rakeysh Omprakash Mehra (Filmmaker and Director, Rang De Basanti), ‘Jaago Re’ as a wind of change was is here to stay, permanently rustling away dead leaves from branches to make way for the new.
Advertising and Social Responsibility:
One can wax lyrical about the measure of change brought about under the banner of a politically neutral advertisement. However at the end of the day it must be acknowledged that this campaign was launched with the purpose of marketing Tata Tea. By linking various mental schemas, ‘Jaago Re’ boosted the mindspace occupied by the product. By linking it to the audience’s conscience, they made it a fixture. ‘Jaago Re’ is creative advertisement advertising at its very best since it not only does service to the product that it is affiliated to, but it also uses the opportunity to make a difference.
By partnering with various NGOs and providing a forum to various pressing causes such as education, human rights, AIDS and the like, Tata Tea Limited has become a source of information about how to make facilitate change. It gives provides an opportunity to people to make use of latent talent and manpower that can be instrumental to in changing the Indian society.
As an ofshoot of the ‘Jaago Re’ campaign, Tata Tea Limited launched its project Tata Tea Soccer Stars in which sixteen finalists trained at London’s Arsenal Football Club and went on to make history by winning the Plate Cup at the 18th Arsenal International Soccer Festival.
Therefore, I believe the range of Tata Tea advertisements to be the most convincing and most effective in recent times since it rises above the mundane and it transcends the limits of the product and vilifies the concept of public memory being short-lived.
Anandi Bandyopadhyay
(7 votes, average: 4.14 out of 5) Loading ...
great ad