Tata Tea unveiled its latest edition of #JaagoRe on World Environment Day, focusing on raising awareness about Climate Change, considered the most critical crisis of our era. Tata Tea’s Jaago Re campaign takes a unique approach in their new TV commercial by incorporating well-known nursery rhymes as a creative tool to convey the importance of combating climate change.
How Tata Tea Uses Nursery Rhymes Against Climate Change
Tata Tea new TVC uses popular nursery rhymes to make the message of fighting against climate change more relatable and personal to parents. Conceptualized by Mullen Lintas Bangalore, the film depicts how the favorite poems of our times may look very different in the future if we don’t act now! Popular nursery rhymes like ‘Jack and Jill’, ‘Machli Jal ki Rani’, ‘Twinkle Twinkle Little Star’, ‘Rain Rain Go Away‘ are shown with modified verses, portraying a potentially grim reality and a damaged world that could be left behind for our kids, because of our apathy and inaction. The Rhymes were like:
Also Read: Tata Tea appoints Media Monks as digital and content partner
“Jack and Jill went up the hill…
To fetch a pail of water…
But all the water had dried up
The world was now much hotter
So Jack and Jill sat on the hill
Their throats were so dry
They couldn’t find a drop to drink…
And one day… neither will I…
Tata Tea’s innovative approach boldly addresses climate change by utilizing kids’ rhymes in a sarcastic and thought-provoking manner.
Who conceptualized this Campaign?
The concept for the Tata Tea TV commercial was developed by Mullen Lintas Bangalore. They envisioned the film to showcase a glimpse of how our beloved nursery rhymes could potentially be altered in the future if immediate action against climate change is not taken.
Also Read: #DettolProtectsTomorrow: Empowering Kids to Explore a Germ-Free Future
Commenting on the initiative, Puneet Das, President – Packaged Beverages (India & South Asia), Tata Consumer Products said, “Tata Tea Jaago Re has always believed in raising the society’s collective consciousness on key social issues of our times and there is nothing more pressing than the need to fight against Climate Change for the world’s future. While climate change and its negative impacts have long been discussed, it is critical to understand how children are rendered the most vulnerable in this context.
Hari Krishnan, CEO, Mullen Lintas said, “Tata Tea Jaago Re is not a campaign but one of the longest-running purpose-led movements. As a thought leader, Tata Tea has always held a mirror to the society and this time it’s no different as the brand has embraced climate change as a cause. This year we have upped the ante, by having kids making the point in a hard-hitting way. Because it is their generation that has to suffer the consequences of our actions. We have hit a sweet spot with our creative device where we have turned popular children’s rhymes into resounding messages about climate change, voiced by the little ones, making it even more impactful. We want this awakening to lead to a positive change in the society.”
For over a decade, Tata Tea’s Jaago Re campaigns have played a pivotal role in driving tangible change within society by addressing pressing issues. From combating corruption and promoting electoral participation to empowering women and raising awareness about Covid-19, Jaago Re has redefined the concept of social responsibility. Recognizing the urgent need to tackle climate change, Tata Tea is harnessing the influential platform of Jaago Re to sound a powerful call to action, aiming to elevate this critical issue to the forefront of public consciousness.
