Tata Tea: The power of 49

Tata Tea Gold released a new commercial for its campaign, Jaago Re. Titled 'the power of 49: Jaago Re- Politician'; the new ad is aiming to make a difference in the upcoming election by pushing and rooting for women empowerment. The commercial was conceptualised by Lowe Lintas.

The latest campaign aims to educate women about them being 49 per cent of the voter base of our country. The commercial uses the product story of tea leaves opening up in boiling water to urge women to open their minds to their power.

Amer Jaleel, National Creative Director, Lowe Lintas, said, "Given the times we live in today, it is absolutely necessary for us to empower women. It is imperative that the world be told that women must not be treated the way they are,that they are a force to reckon with; especially politicians and governance who can do so much more to better the way things are for women in India, but aren't doing much."

"This is what we set out to achieve with this campaign, by trying to open everybody's eyes, including those of women of course, with a simple but powerful statistic people are ignorant about - a massive 49% of India's votes come from women. We hope for the state of affairs for India's women to improve as soon as it can of course, but as an immediate effect, misconceptions about India's woman-force need correction and the right balance of power between men and women needs to be achieved, to bridge an age-old, pointless gap," he added.

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Credits

Creative - Amer Jaleel, Ateet Shroff, Keegan Pinto, Nitin Sawant, Shahvan Kaikobad, Sonal Mishra, Rushita Bhatadye

Business- G.V. Krishnan, Ayyappan Raj, Kunal Madhavdas, Rumi Ambastha, Kshitij Mehra

Account Planning: Vikram Satyanath, Russell John