Tata Tea comes up with new campaign

Ad touches upon corruption at high places

Tata Tea has unveiled a campaign, ‘Jaago Re’, targeted at expanding its consumer base in small towns villages. It will be run across TV, cinemas, print, outdoor and radio.

The company is also planning to launch a website, Jaagoindia.org, and hope to convert it into an idea-exchange platform for young people. 

Following the launch of this campaign, each packet of Tata Tea products - except Tetley — will carry wobblers with the ‘Jaago Re’ message. The campaign has been designed by Lowe.

The TV commercial deals with political corruption. Soon, the company plans to launch five more television spots around the same message that will touch upon this pressing social concern, corruption at high places of power. 

Percy T Siganporia, MD, Tata Tea, said: “The branded tea market is supposedly stagnant. However, we have been witnessing double growth year-on-year. We are still weak at the upper end and the economic end and we are trying to rejuvenate segments where we participate in.” 

For the past three years the company has garnered double-digit growth in a market that is growing 3-4% every year. The company has also integrated four brands — Tata Tea Premium, Tata Tea Gold, Tata Tea Agni and Tata Tea life under one umbrella, Tata Tea.