Tata Tea: Alarm Bajne Se Pehle Jaago Re – Awaken before the alarm goes off

Sushma R Rao

Beverage company Tata Tea ran a social activism campaign focused on gender sensitivity and sports education to increase exposure and engagement.

Campaign details

Brand: Tata TeaBrand owner: Tata Global Beverages Limited Lead agency: MullenLowe Lintas Group, IndiaContributing agencies: Maxus Global, 22feet Tribal WorldwideCountry: IndiaIndustries: Hot drinksMedia channels: Content marketing, Online video, Social media, Websites & microsites

Executive summary

Since 2008, under the chant, Jaago Re (Awaken), Tata Tea had steadily built its reputation as a cultural icon known for its activism campaigns.

A cup of tea has the power to wake us up from slumber. Tata Tea elevated this to Jaago Re (Awaken), a clarion call for people to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands