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Tata Global Beverages, which owns Tata Tea, has roped in gymnast Dipa Karmakar and women’s rights activist Ranjana Kumari, for the second edition of their iconic “Jaago Re” campaign.
Aiming to drive “pre-activism” instead of being reactive, the brand hopes to get over one million consumers on board as it focuses on raising awareness regarding issues of women safety and lack of sporting culture.
As part of this strategy, the company hopes to encourage “pre-activism” by getting consumers to share their views on these issues, create awareness and take action by signing petitions. The first phase of this campaign was introduced in February with the tagline “ Alarm Bajne se Pehle Jaago Re .”
Sushant Dash, Regional President - India, Tata Global Beverages, said: “Pre-activism is about nipping the problem in the bud. In this phase, we are aiming to create over one million pre-activists who will sign the petition and pledge to bring about a real change. In addressing issues as pressing as crimes against women, we need to bring about a shift in attitude and teach young children to respect all genders…In case of sports, the fundamental issue is the lack of sporting culture in our country.”
The company intends to submit these petitions to the government officials by October.
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