Tata Tea Jaago Re Returns with an AI-Powered Campaign Encouraging Climate Action Through Everyday Green Habits

Tata Tea’s iconic Jaago Re initiative is back with a renewed purpose and a powerful message—this time tackling one of the most urgent challenges of our time: climate change. The latest campaign, titled ‘Har Green Action Se Farak Padega’, uses the power of artificial intelligence to encourage individuals to adopt small, sustainable actions in their daily lives that, when multiplied across society, can result in meaningful environmental impact.

Conceptualised and executed by Mullen Lintas, this innovative campaign blends technology with social consciousness. At its heart lies an AI-powered WhatsApp tool available via JaagoRe.com, Tata Tea’s dedicated microsite. The tool, built on Google’s Gemini AI capabilities, allows users to record and share simple eco-friendly actions—such as opting for public transport, reducing single-use plastic, minimizing water wastage, and using energy-efficient practices. Through image recognition technology, the AI analyzes these daily actions and provides personalized feedback, helping users understand the environmental value of their contributions in real time.

To inspire greater participation and amplify the overall impact, Tata Tea has announced a compelling commitment: for every 10 green actions submitted by users, the company will plant a tree. This initiative not only gamifies climate-conscious behavior but also connects users’ efforts to a larger environmental cause, reinforcing the idea that small steps, when taken together, can lead to substantial change.

The campaign’s message is brought to life through an emotionally resonant film created by Mullen Lintas. It opens with a reflective conversation between a man and a woman reading a headline about India’s vanishing green cover. The adults express a sense of helplessness, mirroring the common sentiment that individual efforts are too insignificant to matter. But the narrative takes a hopeful turn when children step forward, taking simple actions such as replacing long showers with bucket baths, or conserving energy in the kitchen by covering pots while boiling water. Their actions are accompanied by a powerful chorus, sung by children, reinforcing the idea that even the smallest efforts can have a lasting impact when done collectively. The film serves as a gentle yet stirring reminder that the responsibility to protect the planet lies in the hands of every individual—young or old.

Commenting on the campaign, Puneet Das, President – Packaged Beverages (India & South Asia), Tata Consumer Products, emphasized the brand’s long-standing commitment to raising awareness on important social issues through the Jaago Re platform. He stated:

“Tata Tea Jaago Re has always aimed to awaken society’s collective consciousness on pressing social themes. Today, nothing is more urgent than the need to address climate change for the sake of our planet’s future. Often, people feel that their individual actions don’t make a difference—but in reality, it’s the power of collective action that can bring real change. This initiative, built on Google Cloud’s AI technology, represents our commitment to empower people to take environmentally conscious decisions and stay connected with their impact. Through this campaign, we hope to foster a more aware and responsible society—one action at a time—because ‘Ek Ek Karke Hum Sab Karenge, Toh Farak Padega.’”

From a technology perspective, the campaign showcases a practical application of AI in solving a real-world problem—measuring and validating sustainable behavior. Bikram Singh Bedi, Vice President and Country MD, Google Cloud India, elaborated on this collaboration by saying:

“We are excited to support Tata Tea’s Jaago Re campaign which utilizes Google Gemini’s advanced capabilities to address a critical challenge—verifying the authenticity of diverse, user-submitted green actions. The image recognition technology provides immediate, meaningful feedback in natural language, which fosters a sense of ownership, accountability, and pride among users. It’s a robust system that helps people understand the tangible benefits of their actions, translating individual effort into measurable environmental gains.”

Adding a creative perspective, Kishore Subramanian, Chief Operating Officer and Chief Strategy Officer, Mullen Lintas, remarked:

“Tata Tea’s Jaago Re campaigns have always delivered impactful messages in a relatable, compelling manner. In this campaign, we tackled the widespread indifference to climate change and the belief that one person alone cannot make a difference. By focusing on the innocence and determination of children, we wanted to show that real change starts with belief—and even the smallest of efforts can snowball into something significant when done collectively. It’s a call for everyone to wake up and take responsibility.”

With this campaign, Tata Tea Jaago Re not only reinvigorates its legacy of championing social causes but also steps into the future by leveraging AI to make sustainability more personal, measurable, and impactful. Through creative storytelling, strategic partnerships, and technology-driven engagement, the brand underscores a vital message—climate change is not just a global issue, it’s a personal one, and every green action, no matter how small, truly makes a difference.

Author: Avyukt Kalita