Ad Campaigns
Tata Tea’s Jaago Re stirs the pot with AI to brew climate action, one green act at a time
MUMBAI: It’s not just the tea that’s brewing at Tata anymore-it’s a full-blown AI-infused environmental crusade. Tata Tea Jaago Re is back, this time with a digital twist to stir our climate conscience. The new campaign, titled ‘Har Green Action se Farak Padega‘, isn’t just a catchy jingle. It’s a tech-powered wake-up call wrapped in a steaming mug of sustainability.
Launched on 21 April, 2025, the initiative aims to shake citizens out of their climate apathy and prove that your daily actions – yes, even that shower you took with a bucket – actually count. Built on Google Cloud’s AI suite, the campaign introduces a Whatsapp-based tool via www.jaagore.com. Snap a pic of your green deed, upload it, and the AI – powered by Gemini – will do the rest. It recognises the eco-friendly action and serves up a report card of how much good you’ve done for the planet. It’s sustainability with receipts.
“Tata Tea Jaago Re has always believed in raising the society’s collective consciousness on key social issues of our times and there is nothing more pressing than the need to fight against Climate Change for the world’s future… Through this initiative, we hope to inspire meaningful change for a better tomorrow and unlock the power of collective action of the people, because ‘Ek Ek Karke hum sab karenge, to Farak Padega,’” said Tata Consumer Products president – packaged beverages, Puneet Das.
Each time ten such actions are verified, Tata Tea goes one better: they plant a tree. That’s right. AI gets you leaves, and trees get real.
Backing the campaign is a stirring film by Mullen Lintas. Picture this: adults tut-tutting over headlines, while kids quietly lead the charge. Buckets replace showers. Lids go on pots. And a catchy chorus scores the whole eco-rebellion. The film makes it clear-the future isn’t just in good hands, it’s in green ones.
“We are thrilled to collaborate with Tata Tea’s innovative Jaago Re campaign which leverages Gemini and helps solve the challenge of verifying diverse user-submitted actions… fostering both accountability and a sense of achievement,” said Google Cloud India VP & country MD Bikram Singh Bedi.
Mullen Lintas Kishore Subramanian added, “Through the voices of children, the film emphasises how small, individual efforts can lead to a powerful collective impact, urging all of us to do our bit… Jaago Re.”
The idea? Make climate action go viral. Not just through hashtags, but through habits.
Green is no longer just a colour, it’s a KPI.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
