Tata Tea launched its latest edition of #JaagoRe, aimed at spreading awareness on a cause which is the most defining crisis of our time – Climate Change. This makes it critical for us to fight climate change if we want to protect the future of our children.
According to a report by Save the Children in 2021, if the Earth continues to get warmer at the current rate, children born in the last decade and after will witness more heat waves, floods, droughts, and wildfires than earlier generations. A similar report by UNICEF states that approximately 1 billion children live in countries classified as ‘extremely high-risk’ due to climate change.
Over the years, Tata Tea’s #JaagoRe initiatives have become a clarion call for social awakening tackling key issues with the brand and platform, inspiring and facilitating genuine changes within the society. With the current edition, Tata Tea #JaagoRe aims to explain how Climate Change impacts a normal citizen and highlights how it will affect our future generations. It showcases the fact that while a few degrees of heat can disrupt the comfort in our home, we may still be callously apathetic about the rapid climate change the world is witnessing evidently through weather disruptions like soaring temperatures.
With the proposition that ‘Apne Liye Nahin Toh …Apne Bachon Ke Future Ke Liye Jaago Re’, the TVC highlights the fact that climate change is all-pervasive, affecting families across all stratas of society. The film implores all citizens to come forward and pledge their support to help fight climate change by contributing through small everyday actions. A microsite (Jaagore.com) allows individuals to pledge their support along with providing information on small everyday actions that one could take in the fight against climate change.
Puneet Das, President – Packaged Beverages (India & South Asia), said, “Tata Tea Jaago Re has always been synonymous for evoking social issues by not just initiating conversations but also ensuring due actions. The power of Jaago Re lies in unleashing the action taken by the common man that can collectively trigger a larger societal change. While climate change and its negative impacts have long been discussed, it is critical to understand how children are rendered the most vulnerable in this context. The current edition of Tata Tea Jaago Re is based on the most basic parenting insight of protecting our children and ensuring that we do everything to give them a better future. Hence it encourages parents and individuals to take smaller actions like opting for sustainable energy methods, and recycling materials, all of which can result in a safer and better planet for the next generation to inhabit”.
“Jaago Re, in its 15th year comes back with Pankaj Tripathi, who starred and debuted in the first Jaago Re commercial as a politician, this time for an important topic that needs immediate action and attention for the sake of our children’s future. The starting point is a simple insight into the discomfort we all feel with the slightest temperature change, but are apathetic to the change in temperature of the planet. In this launch phase of the campaign, Pankaj plays the antagonist succumbing and accepting climate change as something that’s “happening”, not realising if nothing is done, what its real impact on the future generations will be, and it is them that’s pleading for action by this generation to fight it, for their sake.” adds Garima Khandelwal – Chief Creative Officer – Mullen Lintas
