Tata Tea - Tata Jagriti Yatra
Client: Tata Tea
Brand: Tata Jagriti Yatra
Advertising Agency: Lowe Lintas, Mumbai
Creative Director: Anaam Mishra
Copywriter: Samit Malkani
Art Director: Kalpesh Patel
Release Date: 24 December 2009
The Tata Jagriti Yatra is a project aimed at nurturing the spirit of social entrepreneurship among the Indian youth. On 24th December 2009, 400 carefully selected youngsters were sent on a train journey across India, visiting small towns and villages to meet people who have done great deeds in the field of social entrepreneurship. Each Tata Group company was given the opportunity to brand one compartment of the train.
The Tata Jagriti Yatra is an excellent brand-fit with Tata Tea's iconic Har Subah Sirf Utho Mat, Jaago Re! (Don't just wake up every morning, awaken!) campaign, that has been running for two years now. These posters were put up inside the Tata Tea compartment of the Jagriti Yatra train, and are intended to awaken, inspire and catalyse the young travellers' thinking by suggesting some business ideas that could have a huge social impact.