Tata Tea has reintroduced its iconic Jaago Re campaign with a powerful new message—‘Alarm Bajne Se Pehle Jaago Re.’
This time, the focus isn’t only on waking up to problems and preventing them before they happen. Encouraging a mindset of ‘Preactivism’, the campaign urges people to take action early rather than reacting after a crisis unfolds. The film delivers this message through a compelling female protagonist who challenges society’s habit of rallying only after tragedy strikes. Why do we wait for something to go wrong before we act? Jaago Re 2.0 calls for a shift in mindset—turning us from passive responders into proactive changemakers.