Raahil Chopra
Apr 30, 2010

Jaago Re returns with a focus on corruption in college admissions

TATA Tea has continued with its idea of Aaj Se Khilana Bandh, Pilana Shuru, in its latest film for the Jaago Re campaign. The tea brand’s latest idea that is conceptualized by Lowe Lintas revolves around corruption in the field of college admissions and how parents pay a huge sum as a bribe to get their children into good colleges. The new slogan is 'Chai Piyo, Padhai Karao'.

Jaago Re returns with a focus on corruption in college admissions

TATA Tea has continued with its idea of Aaj Se Khilana Bandh, Pilana Shuru, in its latest film for the Jaago Re campaign.

The tea brand’s latest idea that is conceptualized by Lowe Lintas revolves around corruption in the field of college admissions and how parents pay a huge sum as a bribe to get their children into good colleges. The new slogan is 'Chai Piyo, Padhai Karao'.

The TVC drives home the point that parents bribing and buying admission for their child is akin to educating children to grease palms to get things done. It’s almost like giving children a lesson in corruption. It’s a take on how choices are made early-on in life and then later it becomes a way of life.

WATCH TVC now



Commenting on the TVC, Amer Jaleel, national creative director, Lowe Lintas said, "The new ‘Chai Piyo Padhai Karo’ slogan is a part of our theme; ‘Aaj Se Khilana Bandh, Pilana Shuru’ where we our looking to explore various places where corruption occurs. We think that the age at which a child moves into college, he’s most susceptible and hence want them to avoid getting into the corruption scene. At that age if parents get them admission by ways of a bribe, they’ll probably look to corruption to get everything done later on in life."

Credits

Project: Tata Tea 'Chai Piyo, Padhai Karao'
Creative Agency: Lowe Lintas
National creative director: Amer Jaleel
Group creative director: Anaam Mishra
Executive director: Tarun Singh Chauhan
Associate vice president: Shweta Sharma
Senior brand services director: Vincent Mendonca
Brand services director: Nishita Panicker
Senior brand services manager: Lopa Bhattacharya
Project executive: Simone Anshuman
Trainee: Nazia Malkani

Source:
Campaign India

Related Articles

Just Published

8 hours ago

Tile trouble? Pidilite’s Roff has it all stuck together

Ogilvy ad fuses humour with utility, showcasing tile adhesives' unmatched durability through a hilariously chaotic yet relatable domestic mishap.

8 hours ago

Jaguar defends rebrand amid ‘vile hatred’ online

Jaguar could be facing its own Bud Light moment. However, its boss has defended the “bold” rebranding, saying the message had been lost in “a blaze of intolerance” online.

8 hours ago

Will community engagement help Uniqlo nail its INR ...

With revenues at INR 624.6 crore in FY23, the Japanese apparel company is focusing on personalised and digital marketing push to propel its growth.

10 hours ago

Upcountry consumers fuel 63% of India's short ...

According to estimates provided by the report, this category promises to be a $16–17 billion revenue opportunity by FY-2029 in the country.