Attempting to give sports education its due importance, Tata Tea's latest TVC for Jaago Re 2.0 stretches its social responsibility positioning a tad too far.
The TVC follows the everyday life of a student and captures the exam pressure and stress they face through a montage of shots. Right from alarm clocks in the morning to opening their books to study during their daily commute, children are faced with the pressure of performing well academically. It then goes on to show how these children who are good in sports — be it swimming, hockey, tennis or gymnastics — aren’t able to pursue these due to their studies, ending with the messaging ‘Don’t let your kids retire early from sports’.
18-50 year olds, pan-India.
To tackle the root cause of our nation’s underperformance in the field of sports and drive a change at policy level to make sports a compulsory subject in schools. At a personal level, to encourage parents to take their kids to at least one local or national sporting event.
Tata Tea’s campaigns for its social awakening platform Jaago Re have always had a very strong emotional quotient as its ads have revolved around various issues that concern our society including elections, gender sensitisation and women empowerment, among others. This one is no exception.
Although other tea brands have addressed several issues related to caste, colour, gender, etc through their ad campaigns, Tata Tea seems to have the edge, being the only brand in the category to have a dedicated positioning and platform — Jaago Re — to take its initiative ahead. Moreover, at a time when some other tea brands are focussed on healthier and natural ingredients in the tea and helping you ‘take a stand’, it seems Tata Tea may be a few steps ahead.
Tone of Voice
For many years now, Tata Tea’s Jaago Re has attempted to provoke an entire generation of Indians to wake up to socio-cultural issues affecting them. Now, Jaago Re 2.0 is aiming to urge people to ‘pre-act’ and drive a behavioural change through its messaging, Alarm Bajne se Pehle Jaago Re. But the biggest challenge for the brand seems to be the previous success of Jaago Re.
When you have had successful ad campaigns, what do you do next and to what extent can you stretch something that’s working well? Well, it seems this time, Tata Tea’s positioning has stretched itself a bit too far. While we give full marks to the brief and idea of moving on to other issues, it is at the insight level that the campaign fails.
For starters, Jaago Re campaigns have always focussed on the solution to the problem in a cheeky way. But this TVC presents only the problem, which perhaps goes against the whole positioning of Jaago Re. Moreover, it would have served the brand better to concentrate on core issues like lack of sports infrastructure and funding in
Haven’t we seen too many ad campaigns, films and TV series already on children being forced to give up their passion in favour of academics?
Not to mention the territory of ‘children and sports versus academics’ immediately takes one to the health drinks category, which has focussed on student issues for quite some time now. Does this territory suit Tata Tea? We leave that for you to answer.
Agency: Mullen Lintas
Brand: Tata Tea
Campaign: Alarm Bajne se Pehle Jaago Re
Production House: Red Carpet Moving Pictures