Tata Tea starts a Vrath Yatra to connect with youth

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | December 29, 2009
As part of an on-ground initiative, a bus will travel to 12 cities and urge the youth to fight against corruption

Tata Tea has launched a Vrath Yatra, a 38-day bus tour, which will traverse the country to discuss the issue of corruption. The branded bus will be the central factor of the Yatra, which aims to interact with the youth in every city, understand their perspectives on the issue of corruption and impress upon them the need for their involvement.

The initiative is in line with the beverage brand commencing the second phase of its Jaago Re multimedia campaign - which is designed to spread awareness on the issue of corruption and to take the tagline, 'Aaj Se Khilana Bandh, Pilana Shuru', to the next level.

The new tagline, beyond just creating awareness, has been presented as a platform, where every Indian citizen can be the change he wants to see, by taking a pledge not to aid and abet corruption. The idea is that in every situation of corruption, the onus is on the person giving the bribe, rather than the one taking it.

Tata Tea launched a Corruption Index, a three-city study to bring out the perceptions of citizens, across socio-economic classes, about corruption and its impact on the social and economic fibre of society. Also, as part of this, the company releases quarterly figures on the number of people giving bribes in three cities - Delhi, Mumbai and Bengaluru.

As part of Tata Tea Jaago Re Vrath Yatra, the bus journey will connect with the youth and urge them to pledge against corruption. The Vrath Yatra has been designed in association with Fever FM.

On every station of Fever FM, radio jockeys will participate by fasting against corruption and encouraging their listeners to join the fasting 'morcha'.

The Vrath Yatra began on December 9, International Anti-Corruption Day, from Bengaluru. It will travel to Kolkata via Mumbai and Delhi, covering 12 cities on the way.

Speaking about the campaign, Sangeeta Talwar, executive director, Tata Tea, says, "The central theme of the 'Jaago Re' campaign has been, 'Har Subah Sirf Utho Mat, Jaago Re!' The idea being that each one of us has to do our bit to make this world the place we want it to be. Corruption, today, is ingrained in our system such that most of us are resigned to its presence."

She adds, "The only way we can tackle this issue is by deciding to do our bit as citizens. The Tata Tea Jaago Re Vrath Yatra aims to connect with the youth of the country and talk to them in their language."

Speaking on the association of the beverage brand with Fever FM, Neeraj Chaturvedi, national marketing head, Fever FM, tells afaqs!, "The enormity of the initiative is unique, as the bus is covering many parts of the country. The total number of pledges, taken online and on-ground, has crossed 2 lakh."

Jaago Re began as a movement in 2007, with the aim to make tea a youthful drink, after research showed that apart from people of other age groups, the youth consumed the beverage heavily too.

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