Tata Tea launches Jaago Re campaign

After asking the public to “Jaago Re” or wake up and register themselves for voting, tea major Tata Tea is urging the people to fight corruption with a new ad campaign.

The Jaago Re campaign – “Aaj Se Khilana Bandh, Pilana Shuru” – that asks Indians to stop bribing was unveiled by Tata Tea’s executive director Sangeeta Talwar at an event here.

“Corruption is the single largest deterrent in public and private investment in social reforms. Keeping this as the basis, the Jaago Re campaign will now urge citizens to awaken and fight against it,” Talwar said.

Tata Tea’s assistant president for marketing Sushant Das said the Jaago Re campaign’s new avtaar takes the campaign to the “next level”.

“After May 12, elections finished. Although the campaign’s voter registration drive remains open online still, the need was to take it to the next level. So, we felt socially relevant issue like corruption was applicable to a cross section of people,” Das said.

Like the hugely appreciated television advertisements for the voter registration drive, this time too there is a thrust on television as the “key driver for the campaign”.

To take the pledge to not aid or abet corruption, one can also log onto the campaign’s site, jaagore.com, or by texting “Jaagore” to 575758.

On the same site’s voter registration portal, Talwar said, there were 2.8 million hits of which 600,000 registered as fresh voters – a testament to the previous campaign’s success.

However, unlike last time when the Bangalore-based NGO Janagraha was roped in as facilitator, Tata Tea will go solo with the new campaign.

Talwar accepted that “consumer fatigue may set in” for the campaign’s fresh take, adding that the company’s “Jaago Re” campaign that aims at social awakening “may not continue ad infinitum”.

To measure the success of this anti-corruption Drive, in addition to monitoring a number of pledges on a monthly basis, the company plans to come out with a “corruption index”.

A research and survey tool to gauge people’s perspective on corruption in three metros Delhi, Mumbai and Bangalore, the corruption index will be released every quarter, Das said.

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