Tata Tea's Alarm Bajne Se Pehle Jaago Re: A cultural strategy to rescue Indian activism from its armchair

Team MullenLowe Lintas Group

Tea brand Tata Tea increased its market share in India by encouraging activism to build top of mind awareness.

Campaign details

Brand: Tata TeaBrand owner: Tata Global Beverages Ltd.Lead agency: MullenLowe Lintas GroupCountry: IndiaIndustries: Hot drinksMedia channels: Online display, Online video, Public relations, Social media, Television

Executive summary

A cup of tea has the power to wake us up from a sluggish slumber. However, Tata Tea, one of India's most respected brands, was keen to awaken the youth from another kind of slumber; the one that made them indifferent to the state of the nation. Since 2008, under the chant of Jaago Re (Awaken), through various campaigns, the...

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