Tata Tea’s Jaago Re site empowers people to make a diff

09 Nov,2012

By A Correspondent


Tata Tea Jaago Re has announced the launch of its renewed website, www.jaagore.com, which provides information on a gamut of social issues, at the click of a button, to empower all Indians to act on issues relevant to every citizen. The new website reflects the company’s continued efforts to awaken individuals and inspire them to be the change that they wish to see around them.


Commenting on the renewed portal, Vikram Grover, Vice President & Head Marketing – South Asia, Tata Global Beverages Limited said, “Tata Tea’s Jaago Re campaign has been an agent of social awakening. It has been ahead of the curve in bringing burning issues like corruption into national consciousness. Today we are entering a new phase in the life of jaagore.com – this phase is born out of a belief that information is the lifeblood of a democracy. Very often information and the tools of democracy are not understood well and therefore not utilized. While we at Tata Tea do realize the importance of awakening to issues that the nation is facing, we feel that it is equally important to have easy access to information in order to empower people to make a difference.” He further added, “With the new initiatives on our website we are looking at leveraging the strength of the online medium to take our campaign to the next level and to provide information to help citizens to act and make a difference.”


Vineet Gupta, Managing Partner, 22feet said, “Jaago Re is one of the most recognized initiatives undertaken by any brand in this country. This year, the initiative takes another step forward towards awakening and empowering people by simplifying complex issues that affect our day to day lives. We, at 22feet are privileged to be the Digital partner for this initiative and look forward to delivering relevant content across all digital touch points.”


Providing simplified information endorsed by topical experts, the portal allows young, tech savvy India an interface to navigate complex, time consuming steps and enables them to act and solve the issue. Starting with ‘Know Your Police’ in the first cycle; the portal will focus on new topics every quarter and touch upon various subjects such as steps to filing an RTI, registering to vote and women’s empowerment.


About Jaago Re

Tata Tea’s award winning Jaago Re campaigns have time and again awakened individuals and inspired them to be the change they wish to see around them. Making its debut in 2007, the campaign began with a television commercial (TVC) which showed a young man enquiring about the credentials and credibility of a local politician campaigning for votes before offering him a cup of tea. Striking a chord with the youth, the campaign launched a series of advertisements over the last four years that wove in the themes of awakening, enlightening and civic consciousness. For more information please visit our website www.jaagore.com



About Tata Tea and Tata Global Beverages

Tata Tea is a leading brand in India and is owned by Tata Global Beverages, a company whose brands have presence in over 40 countries. Tata Global Beverages has significant interests in tea, coffee and water and is the world’s second largest tea company. 250 million servings of its brands are consumed everyday around the world.  Tata Global Beverages’ annual turnover is US$1.4bn, it employs around 3,000 people across the world.  The company focuses on ‘good for you’ beverages and has a stable of innovative regional and global beverage brands, including: Tata Tea, Tetley, Himalayan natural mineral water, Tata Water Plus and Tata Gluco+, Good Earth tea, Grand Coffee and Eight O’clock coffee. For more information please visit www.tataglobalbeverages.com



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