Campaign: #JaagoRe Climate Change (2023)
Brand: Tata Tea
Agency: Mullenlowe Lintas Group
Why the campaign rocks:
Tata Tea has always been at the forefront of innovative and progressive advertising. I remember their iconic 2007 #JaagoRe campaign on voting awareness that left a lasting impression and message. Since then, they’ve continued to tackle a range of issues and in 2023, have run a new Jaago Re campaign on climate change and environmental conservation.
The campaign’s TV commercial uses familiar nursery rhymes delivered by children, but alters them to starkly depict the potential future repercussions of inaction around climate change. Taking this poetry that is very childlike and innocent through the contrast of the somber message, the ad conveys a moving reminder: if we continue to harm the environment, the next generations will inherit a compromised world.
What I find even more sincere about the campaign is that Tata Tea’s approach goes beyond just raising awareness. They have created a platform, Jaagore.com, where individuals can pledge their support and access sustainability tips. The campaign goes from content to a call to action, urging everyone to take steps towards a more sustainable future.