The story behind Tata Tea's “wake up” call to highlight national issues

The Jaago Re cause marketing initiative by Tata Tea has helped the Indian brand to stay relevant by championing political and social causes. Tata Consumer Products’ Puneet Das tells WARC how standing up for a cause must go beyond just communicating it in order to be meaningful.

Insights

• Understand the issues through social listening and focus on what you as a company and individual can do about a cause relevant to your brand’s purpose.
• With many asking brands what they stand for and how they are making society better, brands need think about what they say to their consumers.
• Consumers’ connection with a brand becomes stronger when they understand the brand’s philosophy, regardless of brand stature.

Key quote

“A lot of this is not from a marketing point of view because it’s not a marketing campaign but a genuine social campaign” – Puneet Das, senior vice-president, marketing – beverages, Tata Consumer Products.