Jaago Re and Tata Tea Collaboration against Corruption

The second phase of Fever FM's multimedia campaign "Jaago Re" is ON and what better starts can it expect that its launch coincides with the Anti Corruption Day. Tata Tea has collaborated with Fever FM to launch the second phase of the campaign designed to spread mass awareness on social issues like corruption.

In continuation to the same, Tata Tea has decided to add value to the campaign by adding on a number to activities that would support the cause. A 38 days bus journey ' "Jaago Re Vrath Yatra" has been initiated to connect with the young and the common man of the country to appeal for an anti corruption pledge.

The Yatra has been designed with Radio Mirchi and Fever FM and was shown the flag off by by Karnataka Justice and Lokayukta Santosh Hegde along with Tata Tea executive director Sangeeta Talwar in Bangalore.

Not only this, all the sub stations of the Fever FM would urge their listeners to take a stand against corruption by RJ's taking the initiatives and appealing people to have a fast (Vrat) against this anti social activity. Also, to promote the campaign, Tata Tea has connected with all the 14 Star Network Television channels and has booked over 1000 spots on December 9. There has been a tie up with the latest talk of the B Town and soon to be released movie 3 Idiots, launch of the corruption index in Delhi, Mumbai and Bangalore along with AC Nielson and a re-launch of the "Jaago Re' website.

The theme of the campaign is Khilate Khilate Desh ko indigestion ho gaya hai ' is liye aaj se Khilana Bandh, Pilana Shuru, and would be partnered along with by Radio Mirchi FM to promote the same.

It was a campaign that had started in August 2007 to promote Tea as a "wake-up or a Jaago Re drink' in order to spread mass awareness regarding anti social elements. With 2008 elections, a social message was spread across to enable people to exercise their right to vote. And this year, the focus is on the young mass to fight against corruption. The Jaago Re campaign for this year would see Madison handling the media buying duties and Lintas taking care of the creative's.

"Tata Tea has beautifully integrated it's brand building strategy with corporate social responsibility (CSR), without mentioning it with its "Jaago Re' campaign as opposed to most brands that generally allocate a small percentage of their brand building budgets towards CSR", said Madison World CMD Sam Balsara.