MESSAGE STRATEGY

• Tata Tea for the first time introduced its iconic Jaago Re campaign in year 2008.

• The idea of the campaign was to awaken people towards their social
responsibilities.

• It used an emotional message strategy to connect with the audience.

• Alarm Bajne se Pehle Jaago Re', is a newly launched campaign that introduces an
angry young female protagonist who intends to encourage 'pre-activism’.