Tata Tea has made it a thumb rule for the past decade to integrate its brand campaigns with social issues. The brand’s marketing initiative – Jaago Re has been focusing on subjects that are plaguing the Indian society at large. The campaigns attempt to address them and bring a change in the society.
This year, the brand initiated the second phase – Jaago Re 2.0 – by launching a pre-activism movement with the help of iconic gymnast Dipa Karmakar. Now, the brand has launched a compelling film with a hard-hitting message on the reality behind India’s lack of a sporting culture. The campaign sends a strong message on shielding the potential champions from unwarranted academic pressure. The film brings to the forefront how sports education is not given its due importance and takes a back seat to academics.
With this film, Jaago Re aims to highlight that sports is education too and urges all to pre-act rather than react to make sports an integral part of our education system and to ensure that our future sportspersons don’t retire even before they begin their careers.
While there is national uproar whenever India performs poorly on an international platform like the Olympics, not much is being done to nurture and support talented athletes to build a strong sporting culture in India. As sports is commonly viewed as a recreational activity rather than something that affects a child’s overall development, children are made to prematurely ‘retire’ from a potential career in sports in order to focus solely on academics.
Made by advertising agency Mullen Lintas, the over-minute long film is a montage of four teenagers going through an intensive schedule of school and tuition.
The film follows their day-to-day life capturing the immense pressure and stress they undergo to perform well academically. Then their identity is revealed— ‘Abhay, swimmer, retired, age –15’ appears on the screen when the young boy wistfully looks at the framed swimming certificate on a wall.
The other three sportsmen are similarly shown to have retired at this young age to pursue studies. The message the video conveys is: “Don’t let your kids retire early from sports. Pledge to give sports as much importance as academics.”
Tata Tea had earlier launched campaigns talking about the real issues with sports in India and why parents should encourage their kids to pursue sports to make it an integral part of their academic growth.
The company is also running a 360-degree campaign by engaging media platforms, including digital and social. It has also called for signing a petition to the HRD Ministry to make sports a compulsory subject in schools.
The brand is aiming to get at least one million people together before submitting the petition to the HRD Ministry. To sign the petition, people can log onto www.jaagore.com or by giving a missed call to- 7815966666.