{"id":2371,"date":"2021-07-13T08:44:48","date_gmt":"2021-07-13T03:14:48","guid":{"rendered":"https:\/\/onlykutts.com\/?p=2371"},"modified":"2021-07-13T08:44:49","modified_gmt":"2021-07-13T03:14:49","slug":"tata-tea-jaago-re","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/07\/13\/tata-tea-jaago-re\/","title":{"rendered":"Iconic Ads: Tata Tea &#8211; Jaago Re"},"content":{"rendered":"\n<p>In 2007, Jaago Re was initiated by Tata Tea. It was targeted at the youth. Research showed that they drank tea a lot and so Tata Tea wanted to \u2018vibe\u2019 with them (coffee was known as the hip product).<\/p>\n\n\n\n<p>The objective was also to have a unified message for the four brands under the Tata Tea umbrella &#8212; Tata Tea Premium, Tata Tea Agni, Tata Tea Gold and Tata Tea Life. This was around the time when Tata Tea had overtaken Unilever in sales volumes.<\/p>\n\n\n\n<p>The phrase metaphorically talked about social awakening and meant \u2018wake up\u2019 (with a cup of tea). Wake up to the reality happening all around in society and be aware of it as a responsible Indian citizen.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Iconic Ad - Tata Tea - Jaago Re - Politician\" width=\"768\" height=\"576\" src=\"https:\/\/www.youtube.com\/embed\/CkKqS9dIIIg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>The youth were asked to stand up against social apathy. It also wanted to increase civic consciousness and political awareness. The campaign has raised various issues at different periods \u2013 encourage new voters, corruption, bring positive stories to the forefront, womens\u2019 rights etc.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Iconic Ads - Tata Tea Jaago Re Voting\" width=\"768\" height=\"576\" src=\"https:\/\/www.youtube.com\/embed\/nshBqbFn0g8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Lintas was driving this. Amer Jaleel, Balki (who coined the phrase) among others were the creative persons behind this. Ironically, the campaign was thought of in a coffee shop! Amit Sharma shot the first campaign wherein an unknown Pankaj Tripathy was featured. Along the way, not so famous actors like Swara Bhaskar, Md Zeeshan Ayub, etc. have been given the limelight.<\/p>\n\n\n\n<p>Jaago Re!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>While connecting to the youth, Tata Tea wanted to have a unified message for the four brands under the umbrella.<\/p>\n","protected":false},"author":1,"featured_media":2372,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[768,353,348,767,766],"class_list":["post-2371","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-amer-jaleel","tag-amit-sharma","tag-balki","tag-jaago-re","tag-tata-tea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: Tata Tea - Jaago Re Point of View<\/title>\n<meta name=\"description\" content=\"While connecting to the youth, Tata Tea wanted to have a unified message for the four brands under the umbrella.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/13\/tata-tea-jaago-re\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Iconic Ads: Tata Tea - Jaago Re Point of View\" \/>\n<meta property=\"og:description\" content=\"While connecting to the youth, Tata Tea wanted to have a unified message for the four brands under the umbrella.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/13\/tata-tea-jaago-re\/\" \/>\n<meta property=\"og:site_name\" content=\"Point of View\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-13T03:14:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-13T03:14:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/JaagoRe.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"235\" \/>\n\t<meta property=\"og:image:height\" content=\"235\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vejay Anand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/onlykutts\" \/>\n<meta name=\"twitter:site\" content=\"@onlykutts\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vejay Anand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/13\\\/tata-tea-jaago-re\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/13\\\/tata-tea-jaago-re\\\/\"},\"author\":{\"name\":\"Vejay Anand\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"headline\":\"Iconic Ads: Tata Tea &#8211; 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