Tata Tea Jaagore launches India Awakened; recognizes society's Change Agents
Tata Tea "Jaagore” recognized 25 change agents with the release of acoffee table book today titled "India Awakened”.Released by the Rural Development Minister, Mr. Jairam Ramesh, the book acknowledges common people whose efforts have made a positive contribution to the society. It aims to create an environment of hope and motivation with success stories of these agents of change.
The coffee table book is a part of the 'India Can India Will' campaign launched by Hindustan Times in partnership with Tata Tea in January 2012.
A panel comprising eminent personalities felicitated the change agents at the book launch. The panel comprised Mr. Dipankar Gupta, Professor of Sociology, Ms. Aruna Roy, Member, National Advisory Council,Ms. NirmalaSitaraman, National Executive Member, BharatiyaJanata Party and Ms. SagarikaGhose, CNN-IBN Deputy Editor who moderated the session.
Commenting on SochBadlo's initiative, Mr. Vikram Grover, Vice-President, Marketing, Tata Global Beverages, India, said, "Tata Tea encourages people to see opportunity where others see adversity and stands by its dictum 'Chai PiyoSochBadlo'. For over four years now the Jaagorecampaign has focused on awakening the nation to issues and challenges that it has foreseen (The issue of corruption was the focus of brand advertising long before it became a burning platform in media), in doing so it has demonstrated thought leadership. The campaign takes different avatars depending on the mood of the nation and taps into underlying sentiment. The latest campaign "SochBadlo” attempts to spread positivity in a nation plagued with negative sentiment currently. This association with Hindustan Times was done to identify and spread stories of people who have seen positivity where most would have seen adversity. This book is dedicated to these 25 individuals who have gone all out to make a positive difference to the lives of many. A single positive idea placed in the midst of people can change perspectives. We at Tata Global Beverages congratulate the change agents."
About Tata Tea SochBadlo
In November 2011, Tata Tea SochBadlo began brewing positivity on www.jaagore.com, against a backdrop of scams and corruption when the morale of the entire country was very low. Tata Tea wanted Indians to not only wake up and change their perspective but to also be more optimistic and look at the glass half full. One positive thought went on to inspire million others and took the shape of a positive revolution which is based on the premise of 'SochBadlo, DeshBadlega'. The campaign recently won three bronze Abbys in three categories – 'brand campaign website', 'creative use of social media' and 'digital integrated campaign.' For more information visit www.jaagore.com.
About Tata Tea and Tata Global Beverages
Tata Tea is a leading brand in India and is owned by Tata Global Beverages, a company which has presence in over 70 countries. Tata Global Beverages is a global beverage business and the world's second largest tea company. The group's annual turnover is US$1.5bn and it employs around 3,000 people worldwide. The company focuses on 'good for you' beverages and has a stable of innovative regional and global beverage brands, including: Tata Tea, Tetley, Himalayan natural mineral water, Good Earth and Eight O'clock coffee. For more information please visit our website www.tataglobalbeverages.com.