Social Samosa takes a look at some of the best Jaago Re campaigns over the years which touched upon sensitive issues ranging from corruption, bribery, women empowerment, safety and their voting rights.
Tata Tea Jaago Re 2.0 released yet another hard-hitting campaign which takes forward the need for gender sensitization. With this film, Jaago Re hopes to tackle the issue of women safety by addressing its root cause – gender inequality.
In 2008, Tata Tea for the first time introduced their iconic Jaago Re campaign, which left a strong impact in the minds of the viewers. It’s an endeavor to stir the common man from being complacent, to start getting informed and to begin thinking about the issues we so easily push under the mat or pass the buck on.
Social Samosa takes a look at some of the best Jaago Re campaigns over the years which touched upon sensitive issues ranging from corruption, bribery, women empowerment, safety and their voting rights
Alarm Bajne Se Pehle Jaago Re
Earlier this, year, the campaign titled ‘Alarm Bajne Se Pehle Jaago Re’ urged people to stop reacting after they are hit by tragedies, instead to start ‘pre-acting’. The motive of the campaign was to promote the idea of pre-activism – a timely behavior to prevent the occurrence of unfortunate things.
A message for all parents:
In line with their ‘Alarm Bajne Se Pehle Jaago Re’, Tata Tea came out with another film this year, which showed that how small gestures from the parent’s side, can go a long way towards relieving the immense pressure students undergo these days. The film identifies the growing issue of student depression and suicide, and urges parents to ‘pre-act’ and do their bit to prevent these avoidable tragedies.
Power of 49
Just ahead of the General Elections in 2014, Tata Tea came out with two campaigns reminding women about their voting rights and duties. One of the films talked about how a politician should not ignore women as they constitute 49 per cent of the voter base in India and the second one, highlighted that in order to have a safe environment around every woman, they should all vote for the right person.
Leveraging, Jaago Re platform, Shahrukh Khan, as an actor made a commitment, a small change (choti shuruaat) to make a positive difference to women in the film industry. He pledged that he would put the names of the actresses in his movies, before his own.
Badi Duty, Choti Duty:
In 2012 Tata Tea came out with their ‘Badi Duty, Choti Duty’ campaign to highlight the message that awareness is the greatest of all knowledge and how it is smaller things which we neglect, makes a big difference.
In 2011, Tata Tea’s Jaago Re campaign titled ‘Soch Badlo’ asked the viewers to look at things from a different perspective. It highlighted the message- There are some who see a glass half empty while there are those who see it as half full. Some see adversity where others see opportunity.
Khilana Bandh Pilana Shuru:
In 2010, Tata Tea Jaago Re campaign titled ‘Khilana Bandh Pilana Shuru’ aimed at fighting corruption and bribery. It highlighted the message that corruption can be tackled if the citizens don’t engage in bribery.
Tata Tea’s ‘Jaago Re’ is one of the most successful marketing initiatives by a brand to spread awareness on important issues. While this is just one brand, stay tuned for Social Samosa’s Yearbook of social media campaigns, a handy guide of milestone campaigns created in 2016-17.
In the mean time, tell us about your favorite Jaago Re campaigns. Write to us at firstname.lastname@example.org or mention them in the comments below.