Tata Tea has brought out a new campaign, “Jaago Re”, which is aimed at stepping up its consumer base in small towns villages. The campaign will be run across television, cinema houses, print, outdoor and radio.

The company is also thinking over a plan to set up an Internet site (website), Jaagoindia.org, and aspire to alter it into an idea-exchange program for young people.

Accompanying the commencement of this campaign, each and every packet of Tata Tea products excluding Tetley will carry wobblers with the ‘Jaago Re’ message. The campaign has been planned by Lowe.

The TV commercial deals with political corruption. In the near future, the company plans to launch five more TV spots close to the same message, which will mention this vital public worry, corruption at high power places.

Percy T Siganporia, MD, Tata Tea, said, “The branded tea market is supposedly stagnant. However, we have been witnessing double growth year-on-year. We are still weak at the upper end and the economic end and we are trying to rejuvenate segments where we participate in.”

For the last three years the company has gathered double-digit growth in a market that is rising 3-4% each year. The company has also intermingled four brands including Tata Tea Premium, Tata Tea Gold, Tata Tea Agni and Tata Tea life under one umbrella, ‘Tata Tea.’