Tata Tea launches another social campaign

After the success of the Jaago Re brand campaign focussing on the youth to vote last year, Tata Tea's newest offering is the 'Corruption' campaign.

With a very catchy punch line: Aaj se khilana bandh, pilana shuru, the 360-degree campaign concentrates on focussing on  how not to be a part of the vicious corruption cycle.

Tata Tea's assistant president for marketing Sushant Das said the Jaago Re campaign's new avtaar takes the campaign to the ''next level''.

The creatives were conceived by Lowe and the television commercial showcases various instances and situations where bribery works.

Some of them shown in the advertisement are schools, trains reservations, traffic signals, government offices and even temples.

Besides ATL initiatives, the Khilana Bandh, Pilana Shuru campaign will connect equally with consumers across the retail network of Tata Tea, as also through online and mobile touch points.