Tata Tea and Shahrukh Khan to join hands this Women’s day to put ‘Women first’
Recent issues on women inspire the actor to express his commitment with a small beginning and Tata Tea to awaken India once again with its new Jaago Re social campaign
March 7, 2013: Tata Tea, India’s socially-conscious brand and Shah Rukh Khan, India’s biggest superstar are coming together on this women’s day to address India’s largest pertinent issue – people’s attitude towards women. Leveraging Tata Tea’s award-winning Jaago Re platform, Shah Rukh Khan, as an actor will be seen in a short film making a commitment, the first of its kind in the history of 100 years of Indian cinema. The film, directed by India’s eminent film maker R. Balki will be launched on Friday, March 8, 2013.
Speaking on the occasion, Shah Rukh Khan said, “For society to change, it is important for all of us to take small actions and bring in the larger change collectively. I have seen thought-provoking Jaago Re campaigns in the past and have admired their commitment. Through this association, I am happy to make a statement and express my views to inspire society at large.”
Elaborating on Tata Group’s and TGB’s commitment for women, Sanjiv Sarin, Regional President – South Asia, Tata Global Beverages said, “Tata Group has a rich heritage of being socially conscious and in the area of women’s right and equalities, the group has taken several steps in the past. In TGB too, we have taken several initiatives. The ownership of the Kannan Devan Hills Plantations Company (KDHP) was handed over to the workers and the majority of these workers were women who worked in these plantations. Today these women have moved from being workers of the plantation to part owners of the company.”
He further added, “Tata tea has been running the Jaago Re campaign which takes the brand beyond its physical and functional benefits. In many ways Jaago Re has spoken about things before they became big issues in the society like voting and corruption. Jaago Re has been focusing on social awakening for a long time.”
On Tata Tea’s partnering with Shah Rukh Khan, Sanjiv said, “We are excited about our partnership with India’s leading superstar. To spread a powerful social message like this one, a personality like Mr. Khan whose views resonate with our philosophy was the best choice. Through this campaign, we want every individual in his own way to recognize painful reality of our society which is its attitude towards women and change his actions. The power to actually make this change in societal attitude towards women actually lies within”
About Tata Tea Jaago Re!
Tata Tea’s award winning Jaago Re campaigns have time and again awakened individuals and inspired them to be the change they wish to see around them. Making its debut in 2007, the campaign began with a television commercial (TVC) which showed a young man enquiring about the credentials and credibility of a local politician campaigning for votes before offering him a cup of tea. Striking a chord with the youth, the campaign launched a series of advertisements over the last four years that wove in the themes of awakening, enlightening and civic consciousness.