MUMBAI: Tata Tea, India’s largest and most preferred beverage brand has commenced it’s second phase of its â€?Jaago Re’ multimedia campaign, recreated to spread widespread awareness on the issue of corruption and to take the first phase tagline â€?Aaj Se Khilana Bandh, Pilana Shuru’ to the next level. Aaj Se Khilana Bandh, Pilana Shuru transends well beyond just creating an awareness and has been presented as a platform where every Indian citizen can be â€?the change he wants to see’ by taking a pledge not to aid and abet corruption. The idea of the awakening is that in every situation of corruption the greater onus lies on â€?Jo Khilata Hai’ the person giving the bribe rather than the one taking it. In concurrence with that promise, Tata Tea launched a Corruption Index, a 3-city study to bring out the perceptions of citizens, across socio-economic classes, about corruption and its impact on the social and economic fibre of society in the nation.
In continuation with the campaign objective of awakening citizens to become the change they want to see, it launched the Tata Tea Jaago Re Vrath Yatra – a 38-day bus journey across the country to connect with the youth and urge them to pledge against corruption. The Vrath Yatra has been designed in association Fever 104 FM which will help maximize Tata Tea’s campaign reach and will provide touch-points to the ordinary citizen. In every station of Fever, the RJ’s will lead the march by themselves fasting against corruption and encouraging their listeners to join the fasting morcha.
The Vrath Yatra, which started on December 9th, International Anti-Corruption Day, started from Bangalore and will be traveling till Kolkata via Mumbai and Delhi, touching a total of 12 cities on the way, there by covering a significant cross section of the country. The bus in Delhi will be traveling from 21st Dec to 25th Dec and will cover areas like Raj Ghat, Akshar Dham Temple, Connaught place, Rajouri Garden, Delhi University, Rohini etc. The branded bus will be the central factor of the Yatra, will interact with the youth in every city, understand their perspectives on the issue of corruption and impress upon them the need for their involvement – all in a fun and relaxed manner that they would associate and respond to.
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Speaking about the campaign, Ms. Sangeeta Talwar, Executive Director, Tata Tea Limited, said, The central theme of Jaago Re campaign has been – Har Subah Sirf Utho Mat, Jaago Re! The idea being each one of us has to do our bit to make this world the place we want it to be. Corruption, today, is ingrained in our system such that most of us resign to its presence. The only way we can tackle this issue is by deciding to do our bit as citizens. The Tata Tea Jaago Re Vrath Yatra aims to connect with the youth of the country and talk to them in their language….
