Alarm Bajne se pehale #jaago re. Wake up before it’s too late. That is the theme of a serious campaign by Tata Tea to make India a sporting nation. Iconic gymnast Dipa Karmakar leads the campaign, that is a serious attempt to get the nation together to develop a sports culture. The campaign calls for making sports a compulsory element of school curriculum.
Tata Global Beverages Limited, the Tata Tea brand owners, have rolled out a video with Dipa Karmakar. The 40 second TVC reveals how the Padmashree gymnast would dream of representing India at the Olympics. Dipa while narrating her story urges the nation to contribute the cause by signing the campaign by giving a missed call.
The campaign, titled Alarm Bajne se Pehale #JaaoRe, shares Dipa’s views on “how we can build a culture for sports in India”.
“I had a dream of representing India at the Olympics. There are many kids like me who want to win a medal for the country. It is very important that the parents and schools give same importance to education and sports,” says Deepa while urging the nation to join the campaign. “Tata Tea is submitting a petition to the Ministry of Human Resource Development for making sports education a compulsory part of school curriculum.”
The petition can be signed by giving a missed call at phone No. 7847844444.
The brand has roped in Dipa and women’s rights activist Ranjana Kumari for the campaign. The brand is aiming at getting at least one million people together before submitting the petition to the HRD Ministry in October.
The company would run a 360-degree campaign by engaging media platforms, including digital and social.