Tata Tea launched its latest edition of #JaagoRe on World Environment Day. As per the company, the campaign is aimed at spreading awareness on climate change.
The company, through its new TVC, uses popular nursery rhymes as a device to make the message of fighting against climate change relatable and personal to parents.
Conceptualised by Mullen Lintas Bangalore, the film depicts how the favorite poems of our times may look very different in the future if we don’t act now. Popular nursery rhymes like Jack and Jill, Machli Jal ki Rani, Twinkle Twinkle Little Star, Rain Rain Go Away are shown with modified verses, portraying a potentially grim reality and a damaged world that could be left behind for our kids, because of our apathy and inaction.
“Jack and Jill went up the hill…
To fetch a pail of water…
But all the water had dried up
The world was now much hotter
So Jack and Jill sat on the hill
Their throats were so dry
They couldn’t find a drop to drink…
And one day… neither will I…
…”
To facilitate change, the film implores consumers to adopt actionable ways to contribute to fight climate change.
Commenting on the initiative, Puneet Das, president – Packaged Beverages (India & South Asia), Tata Consumer Products said, “Tata Tea Jaago Re has always believed in raising the society’s collective consciousness on key social issues of our times and there is nothing more pressing than the need to fight against Climate Change for the world’ future. The current edition of Tata Tea JaagoRe is based on the most basic parenting insight of protecting our children and ensuring that we do everything to give them a better future. This year, we are using popular nursery rhymes to portray how the childhood of our kids could look very different from ours if we don’t act now!”
“Tata Tea Jaago Re is not a campaign but one of the longest running purpose-led movements. As a thought-leader Tata Tea has always held a mirror to the society and this time it’s no different as the brand has embraced climate change as a cause. This year we have upped the ante, by having kids making the point in a hard-hitting way. Because it is their generation that has to suffer the consequences of our actions. We have hit a sweet spot with our creative device where we have turned popular children’s rhymes into resounding messages about climate change, voiced by the little ones, making it even more impactful. We want this awakening to lead to a positive change in the society,” Hari Krishnan, CEO, Mullen Lintas added.
Tata Tea’s Jaago Re campaigns have focussed on the on-ground solutions for the larger society and their collective issues since 2007. From challenges related to corruption, elections, women empowerment, and Covid-19 awareness, the company has aimed to focus on social responsibility.
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