Tata Tea’s iconic Jaago Re platform returns with a fresh focus: climate action. The latest campaign, ‘Har Green Action se Farak Padega’, leverages AI to inspire everyday environmental responsibility.
The Strategy: At the heart of the campaign is an AI-powered tool on JaagoRe.com, developed in collaboration with Google’s Gemini. This WhatsApp based assistant encourages users to adopt simple green habits like using public transport or conserving water and provides real-time feedback on their environmental impact.
The Creative: A compelling film by Mullen Lintas contrasts adult skepticism with children’s proactive eco-friendly actions, such as using buckets over showers. The narrative underscores the message: collective small actions can lead to significant environmental change.
The Impact: To amplify the initiative, Tata Tea pledges to plant a tree for every 10 green actions recorded by users.
Takeaway: By integrating AI with actionable steps, Tata Tea’s Jaago Re campaign transforms climate awareness into tangible community engagement, reinforcing the brand’s commitment to social responsibility.