Tata Tea's 'Jaago Re' 2.0 aims to connect one million people

NEW DELHI: Tata Tea aims to connect one million people to the second edition of its iconic ' Jaago Re' campaign that will highlight issues as women safety and sports encouragement in the country.

Tata Global Beverages Ltd (TGBL), which owns Tata Tea, has roped in Indian gymnast Dipa Karmakar and women's rights activist Ranjana Kumari for the campaign.

They would share views on these issues, create awareness and inspire people to take action by signing petitions and taking the pledge in 'Jaago Re' 2.0 - 'Alarm Bajne se Pehle Jaago Re'.

"What we intend to do is submit one million petitions to the government somewhere in October," said TGBL Regional President - India Sushant Dash.

While the first edition showcased the reactive nature of people and introduced 'pre-activism', the second phase aims to inspire people to 'pre-act' and drive a behavioural change by signing petitions on issues as women safety and sports encouragement, he added.

The company would run a 360-degree campaign by engaging media platforms, including digital and social.

However, he declined to share the amount to be spent on the entire campaign.

"We would spend what is required in terms of spreading awareness and getting one million people," he said.

The campaign seeks to take people from all age group.

"In the entire campaign we are talking like youth. The language which we use in this is what the youth like to hear but in terms of message point, we want it to be for everyone," he added.