Over the centuries, tea trade has shaped culture and significantly influenced power and politics in both the East and the West. Therefore, it should be no surprise that, in today’s digital world, Tata Tea, a staple household brand in India, is taking its role in society seriously.
See this recent Ad Age article on their new Indian ad spot, “Jaago Re.” In Hindi, the national language of India, Jaago Re translates to “Wake Up.” Naturally, its expected that a key selling point for tea drinkers is its ability to wake you up in the morning!
According to the author of the article, Sourabh Mishra , the “ad started with a campaign for the brand based on the proposition ‘Jaago Re,’… But the leap in the thinking happened when they took the ‘Wake Up’ proposition beyond the physical waking up to a larger call for social action.”
India often complains of having a large “gap” between those living in high rises and those living in the slums. This poses many challenges across the board – especially for marketing to the masses. Tata looked to advertise to this very “gap” –masses of educated middle-class people.
In an effort to grab their attention, Tata honed in on an issue central to their role in India’s society with a problem-solution approach to this controversy. Seemingly just another ad spot, the message to “wake up” signified a far greater call to action than encouraging folks to buy and drink tea.
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