Every morning, all of us wake up and go about our daily routine. Hardly noticing the garbage strewn about the streets. Ignoring the beggars who lurk in every nook and corner. Denying the existence of the potholes that we drive over. Rarely making the effort to vote, even if it just happens once every few years. Never thinking twice about bribing bureaucrats to get our work done.

The challenge today is our blatant apathy and indifference towards all the problems facing our nation. We choose to turn a blind eye and make the right excuses for everything going wrong.

It’s time to awaken, and be the change you want to see.

For two years now, Tata Tea’s iconic war cry, “Har subah sirf utho mat. Jaago Re!” has awakened millions of Indians to the issues plaguing our country.

“Any tea can wake you up; but only Tata Tea can awaken you.”

Armed with that powerful idea, Jaago Re first awakened people to what they should expect from their leaders; and then awakened them to the need to go out and vote.

Tata Tea partnered with Janaagraha to launch ‘Jaago Re One Billion Votes’, a campaign to mobilize citizens of India to register and cast their votes in the assembly elections. It was a drive against apathy and cynicism towards political system. Against a belief that one vote in a billion does not matter. The impact is visible - above 6.5 lakh Indians have used the Jaago Re platform till date to register as voters.

While trying to identify the next campaign idea, we came across the following information.

The World Bank has recently identified the single biggest obstacle facing India today. It isn’t population. It isn’t illiteracy, either. It’s a disease that affects over half a billion Indians, a disease so deep-rooted that it’s considered part and parcel of everyday life.

Corruption.

And we at Tata Tea decided to awaken the entire nation to this omnipresent problem.

The current Jaago Re campaign urges the citizens of the country to awaken and fight against corruption. The campaign aims at not only creating awareness about corruption but also inspiring people ‘To be the change you seek’. The message of the campaign is to stop pointing fingers at the others and take start doing their bit. It urges people to take a pledge that they will not pay bribes. The campaign seeks to highlight the key message that there would be no bribes taken if no one was to offer it.

So in our lingo, it is“Aaj se Khilana Bandh …Pilana Shuru”!

In another manifestation of the Jaago Re message, Tata Tea has been talented children with a chance to realize their greatest sports dream. Two years ago, Tata Tea Soccer Stars, a nationwide school football tournament initiated by Tata Tea, identified 16 young sportsmen from across the country, and sent them to train with the legendary youth coaches of one of football’s biggest clubs, London’s Arsenal FC, for a period of two weeks. The sixteen finalists then proceeded to create history at the Royal Hallway Stadium in London by winning the Plate Cup at the 18th Arsenal International Soccer Festival, and became the first ever Indian team to win the cup. And thus, Tata Tea helped awaken people to the young sports talent within our country in a neglected sport like football.

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