In its 15th year, the Tata Tea JaagoRe platform, brings back acclaimed actor Pankaj Tripathi who was a part of the first ever Jaago Re communication in a new TVC that has the tagline ‘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 strata’s of society.
Created by Mullen Lintas, the TVC releases on World Environment Day (5th June) and 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.
Tata Tea’s latest edition of #JaagoRe, aims at spreading awareness on a cause which is the most defining crisis of our time – Climate Change. Over the past few decades, the implications of climate change have been unprecedented. According to a report by Save The Children[1] in 2021, if the Earth continues to get warmer at the current rate, children born in last decade and after will witness more heat waves, floods, droughts, and wildfires than earlier generations. A similar report by UNICEF[2] states that approximately 1 billion children live in countries classified as ‘extremely high-risk’ due to climate change.
Commenting on the initiative, 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. Power of Jaago Re lies in unleashing the action taken by the common man that can collectively trigger a larger societal change.”
“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 of 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 realizing if nothing is done, what it’s 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. The stridency and urgency of the issue seen through a child playing the protagonist of the campaign, for the first time.” adds Garima Khandelwal – Chief Creative Officer – Mullen Lintas
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