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...