By A Correspondent

Tata Tea has launched its latest film titled “Celebrate the Goddesses of our Homes” for their digital campaign Jaago Re Version 2.0. Conceptualised by Wavemaker, the new digital film is an extension to the latest campaign of Tata Tea which is on the theme of pre-activism ‘Alarm Bajne se Pehle Jaago Re’.

Speaking on the new digital film, Puneet Das, Head – Tea Marketing India at Tata Global Beverages said: “Tata Tea-Alarm Bajne se Pehle Jaago Re has been driving messages of ‘Preactivism’ in a relevant and thought-provoking manner. On the occasion of Durga Puja, we wanted to connect with our consumers at an emotional level and while drawing a parallel with the celebration of the goddess, reiterate the message of respecting the (Women) goddesses in our homes.”

Added Karthik Nagarajan, Chief Content Officer, Wavemaker India:  “Every year for 10 days, we celebrate the Goddess with 10 hands, shower her with all our prayers and offerings, but tend to ignore the women in our household who the Goddess symbolises. This central idea led to the creation of this digital film.”