Tata Tea Jaago Re: “Let’s Practise Gender Sensitivity At Home”

Ritwika Gupta, August 9, 2017

Gender inequality could start from our homes and could be learnt. The Tata Tea Jaago Re campaign video narrates an instance of gender inequality and talks about how people hold on to certain beliefs when it comes to gender roles.

For its new Jaago re campaign, Tata Tea is urging viewers to “pre-act” to small instances of gender inequality. Conceptualised by Mullen Lintas, the ad film shows how people hold on to certain beliefs, rituals and develop a preconditioned, casual behavior when it comes to gender roles. These belief systems are then passed on from one generation to the next and it just continues.

The ad opens with a young girl asking permission from her mother to go out and play with her brother but her mother asks her to stay back for she needs help with the kitchen chores. The mother then tells her brother to go out and play with his father. Why are girls and boys treated differently? What can be done to change this mentality? The brand urges parents and family members to nip the issue in the bud.  Through a simple conversation, the film encourages us to set a different example for the younger generation. Tata Tea had launched its Jaago re campaign ten years back with an intention to create a social awakening.  It has addressed issues like corruption, environmental crisis, student depression etc. Just like most of its other ads, the message in this one is equally impactful and highly relevant for women and men.

Client/Brand: Tata Tea
Agency: Mullen Lintas
Production House: The Wired Society
Director: Supriya Sarin