Lowe Lintas Mumbai and Tata Tea launch a new campaign enpowering and celebrating women
The thought behind the Tata Tea Jaago Re campaign over the years has been, while other teas just wake you up, Tata Tea awakens you. The campaign attempts to feel the pulse of the nation and act on it.
During the course of these years the campaign has taken up a number of pertinent issues like corrupt politicians, elections, voting, feeling positive about the country in this age of negativity and so on. Jaago Re has always been about telling India that the problem lies within us, and we need to be the change we wish to see.
Today, Indians are angry and helpless about the way women are treated in their country. Yet nobody knows where to start. All the discussions remain as a talking point with very little action. A point has been reached where there is an urgent need for an awakening of a different kind. The kind that brings us face to face with the biases that exist deep within our own minds.
The current campaign thought is a very simple yet powerful way of beginning this journey of getting people to change attitudes and deeply rooted biases against women, and fundamentally starts with people respecting women.
On Women’s Day Lowe Lintas and Partners are launching a new campaign – ‘Choti Shuruaat’ to break down some of these deeply rooted biases against women.
The central thought is that of a symbolic act, that could awaken our country to change its mindset towards women by lighting a small symbolic fire that could go on to become a beacon. Helping the country in its own way, to change its outlook towards women.
And when this symbolic act is done by none other than the Badshah of Bollywood Shah Rukh Khan, it takes on a whole new scale. Shah Rukh Khan will inspire the nation to make small changes at an individual level that when put together at a societal level will trigger profound change in our collective behavior towards women.
Credits – Director: Balki. National Creative Director: Amer Jaleel. Executive Director: G.V Krishnan. Creative Team: Ateet Shroff, Shahvan Kaikobad, Aditya Tripathi, Nitin Sawant, Rushita Bhatadye. Account Management: Ayyappan Raj, Kunal Madhavdas, Rumi Ambastha, Kshitij Mehra. Planning: Vikram Satyanath, Gulshan Singh, Russell John. Production House: Lintas Productions.