TATA Tea’s Jaago Re initiative drives the idea of pre-activism. As concerned Read more about the Jaago Re campaign. Alarm Bajne Se Pehle Jaago Re!. “Alarm Bajne Se Pehle, Jaago Re,” (wake up before the alarm rings) – and .. jaago re “In our voting campaign, we facilitated voter registration. Social Samosa takes a look at some of the best Jaago Re campaigns over the years which touched upon sensitive issues.

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The female protagonist drives this conversation with a compelling storyline that showcases the current reactive nature of people – rallying for an issue once it has happened or taking to on-ground and social media after something bad has happened.

Why do we get comfortable with reacting and not pre-acting on issues? The Jaago Re 2.

We are living in a time where people gather in huge numbers on-ground and online when outraged by an incident. However, to push our consciousness further, we need to create a new behavior within activism.


We need to ignite the spirit of prevention so that our society can evolve into a new reality; where it takes measures to intercept warning signs and prevent disasters.

Overall, the Jaago Re 2.

Stop the next disaster from happening! JaagoRe

This campaign is not about the issues. The first edition of the Jaago Re campaign focused on various topics ranging from corruption and bribery to voting and women empowerment.

Over the years, the campaigns have been instrumental in igniting a social revolution of sorts by provoking an entire generation of Indians to wake up to socio-cultural issues affecting them. It set the way for brands embracing social change as part of their DNA.

A Look Back at the 10 Years of Tata Tea’s Jaago Re

However, over the years, as with any innovation or new thinking, the space has become crowded. Hence, we needed to break the mould again and showcase our thought leadership.

So we went back to the consumer, to the youth. We realised Jaago Re has helped move the needle.


Jaago Re Campaign

From complete apathy, as a nation we have become reactive. We wanted to create a new paradigm shift that would be relevant to people of all age groups and cmpaign, to continue this journey of social change in India. This is hopefully the start to another new wave of social uprising that India will see.

Thanks to social media, there seems to be a lot of outrage, opinions and even solutions arising, but all of this comes quite late — it happens when there is a tragedy or an incident. This insight led us to realize that the second edition of Jaago Re needed to be at the cutting edge of this new consciousness.

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