Jaago Re launches a powerful film on India’s lack of a sporting culture

30 Aug,2017

By A Correspondent


Taking forward the conversation on the need for preactivism, Tata Tea Jaago Re 2.0 launched a compelling film with a message on the reality behind India’s lack of a sporting culture.


Sharing his thoughts on the idea behind the film, Sushant Dash, Regional President – India, Tata Global Beverages said: “The latest Jaago Re 2.0 film tackles the root cause of our nation’s underperformance in the field of sports by exposing a glaring flaw in our society’s outlook towards sports. While parents pay close attention to how well their children perform in Mathematics or Science, not many know whether their child can comfortably run a 400-metre race. Through this film, we hope to spark a change in our nation’s mindset towards sports education and establish the need to give sports as much importance as academics. By making sports a compulsory subject in schools, we aim to create an environment that will also produce more sporting talent that can go on to represent our country in future local and international sporting events.”


Commenting on the new film, Shriram Iyer, President and National Creative Director, Mullen Lintas, said:

“Academics edges out sports and as a child reaches pivotal academic years like class 10, sports totally disappears. A consequence of the pressures that an academic system and the society put on children, education is of paramount importance. More importantly, we believe, sports is education too. This led us to put out a campaign that points at the idea that most 14-year olds who were inclined towards sport tend to prematurely RETIRE from it. We are hoping that a campaign that presents sports drop outs as RETIRED will help up the ante on the importance of sports within the academic system. This message dovetails into the larger petition that the brand Tata Tea is spearheading currently. May sports win. May champions be born.”


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