Tata Tea has unveiled its iconic Jaago Re campaign – Jaago Re Version 2.0. The new campaign ‘Alarm Bajne se Pehle Jaago Re’ urges people to stop reacting after tragedies hit and instead start ‘Pre-acting’, and prevent these issues from happening. Tata Tea is encouraging ‘Preactivism’, a behavior of timely activism which happens before, to prevent unfortunate things.

The film by Mullen Lintas brings alive the need for ‘Preactivism’ in a hard-hitting, pertinent manner. The female protagonist drives this conversation with a compelling storyline that showcases the current reactive nature of people – rallying for an issue once it has happened or taking to on-ground and social media after something bad has happened.  Why do we get comfortable with reacting and not pre-acting on issues?

The Jaago Re 2.0 ad film highlights how we, as a country, need to change our behavior towards social issues.