How Tata Tea is keeping its Jaago Re drive relevant in South India

For long, Tata Tea’s iconic ‘Jaago Re’ campaign has been highlighting various social issues. Now, for the first time Tata Tea’s premium brand in Andhra Pradesh, Chakra Gold, has developed its ‘Jaago Re’ (‘Meluku’) campaign specifically for the women of the region. 

Conceptualised by Mullen Lintas, the new TVC endeavours to awaken AP women’s strength towards self-empowerment, while battling debilitating patriarchy and discriminatory societal norms. The story shows how a resourceful, enterprising Homepreneur who, despite lowly expectations of a patriarchal system, makes a lasting impression by saving the day and ensuring prosperity and well-being of her family. 

The film went on air on February 16, 2019 and is being telecast in Andhra Pradesh and Telangana. 

The film tells the story of Kavitha, a housewife, who feels she wants to do something valuable and contribute to the family kitty, with her time and talent. She has started a business from home. She and her husband want to move on to a higher rung in life – a bigger house. Noticing her husband having discussions about the purchase of the new house with the uncle, she inquires if the deal was closed. Her husband informs her that the owner has demanded an additional Rs 5 lakh. 

While she wants to help in every way, the retrograde society which is symbolised by the uncle, thinks women shouldn’t be a part of financial decisions as they have nothing to contribute. The highlight of the TVC is when Kavitha hands over the cheque for Rs 5 lakh, which she had earned through her online business of designing sarees, surprising the husband, and getting a re-appraisal in the eyes of the uncle. All this is set in the inspiring backdrop of ‘Meluku’ (Jaago Re). 

The film is insightfully crafted to encourage all women who are walking the path of financial independence. The TVC reflects the protagonist’s strength that leaves a lasting impact on the society, just like the strong long lasting taste of Tata Tea Chakra Gold. 

Brand Speak 

Commenting on this campaign, Puneet Das, Marketing Head, Tata Global Beverages, said, “Tata Tea Chakra Gold, known for its long lasting taste, is one of the most premium brands in the Tata Tea portfolio. For our latest campaign, we wanted to address the hopes and aspirations of the women in AP and Telangana. We had in-depth conversations with them where they expressed their deep desire to be free from oppressive societal ‘restrictions’ imposed on them. Hence, the aim was to bring alive these emotions of the women in this region.” 

Das further said, “Our new TVC campaign shows Tata Tea Chakra Gold as a preferred choice for women who always leave a lasting mark on everything they do. This is in line with Tata Tea Jaago Re campaigns that have always been ahead of the curve when it comes to addressing deep rooted societal issues and ‘awakening’ consumers to such issues. In its first regional appearance in the southern part of India, the TVC aspires to make a strong statement in true Meluku style, and we hope it will resonate with our audience and inspire them towards self-empowerment.” 

Agency Speak 

Shedding some light on the film, Amer Jaleel, Group CCO and Chairman, MullenLowe Lintas Group, said, “Tata Tea Chakra Gold has always championed the South Indian woman in its advertising over the years. The shift is now to champion her strong views and actions, by which she awakens a societal and cultural change. That is why, for the first time, we have introduced the stirring emotions of Jaago Re to the Telugu-speaking audience.” 

The Creative Thought Behind the Campaign 

Tata Tea Jaago Re is known for walking the talk with all its campaigns, and with the new campaign for Tata Tea Chakra Gold focuses on enabling a positive impact for the women in Andhra Pradesh. 

While  AP women’s attitudes and aspirations have evolved in leaps and bounds, they are still battling against crippling retrograde norms of their patriarchal society, wherein society continue to demand supreme sacrifices in the form of unfulfilled dreams like leaving education and jobs, especially post marriage. AP women want to break free from this ‘over-intrusive’ society and feel that ‘financial empowerment’ is one way to break these shackles. 

This has been brought alive in the new TVC. Anchored in this insight, Mullen Lintas in association with Tata Tea Chakra Gold, conceptualised the new TVC intended to awaken not just women to tap into their strength, but also to awaken society to acknowledge women’s immense potential. 

At a product level, Chakra Gold is known for its strong, long lasting taste and at a brand level, it has always empathised with and been the voice of the South Indian woman’s aspirations to be progressive and to stay ahead of her times. Keeping with this legacy, the TVC endeavours to awaken AP women’s strength towards self-empowerment while battling debilitating patriarchy and discriminatory societal norms. 

Campaign Credits:  

Creative Agency: Mullen Lintas

Group CCO and Chairman: Amer Jaleel

Creative Team: Garima Khandelwal, Sangeetha Sampath, Vaishali Jain

Account Management: Kishore Subramanian, Lopamudra Bhattacharya, Gayathri Tadepally, Lekshmi Narayanan

Films department: Satyajit Ganu

Account Planning: Ekta Relan, Sushma R Rao

Production house: Code Red Films

Director: Gajaraj Rao


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