Tata Tea has unveiled its campaign Jaago Re, which is targeted at expanding its consumer base across small towns and villages.

The company has integrated four of its brands, Tata Tea Premium, Tata Tea Gold, Tata Tea Agni and Tata Tea Life under the umbrella Tata Tea brand.

Designed by Lowe, and scheduled to run across TV, cinemas, print, outdoor and radio, the campaign also spans a website, Jaagoindia.org, with which it would create an online community out that has social awakening as its unifier.

Under its tie up with the Jaago India Foundation, the website would fortnightly cover a socially relevant issue. It would serve to build a platform to connect with its diverse customer base, in addition to it being an idea-exchange platform for young people.

The TV commercial deals with political corruption, while the website intends to take up socially important issues like literacy and child labour. Tata Tea plans to launch five more TV spots around the same message that will touch upon this pressing social concern, corruption at high places of power.

According to Percy T Siganporia, managing director, Tata Tea, though the branded tea market is supposedly stagnant, Tata Tea has witnessed double growth year-on-year. He said that though the brand is still weak at the upper end and the economic end, Tata Tea is trying to rejuvenate segments in which it participates in.

Following the launch of this campaign, each packet of Tata Tea products other than Tetley will carry wobblers with the Jaago Re message.