When was the last time we had a heated debate on changing laws for better safety of Indian women? Was it on the fateful New Year’s night when Bangalore was shamed with mass-molestation? Or was it the Nirbhaya case?
But, why wait for a Nirbhaya to pick up the candles? Why wait for one more farmer suicide to understand the gravity of their situation? Why wait for an Olympic performer to stumble before we question the level of preparation?
The questions strike hard at your psyche with Tata Tea’s latest ad ‘Alarm bajne se pehele Jaago Re’. The brand,which has become a mouthpiece for bringing topical issues to the forefront of dialogue and discourse in the country, does it again with more panache and intensity.
The ad talks of waking up from slumber and acting before it gets too late. Pointing out all the condolences that follow, all the rage that ensues, and all the activism that burns after anything that happens in the country; the ad makes a melancholic pun at India’s tragic condition in a never-seen-before light. As curt the call sounds, don’t wait for the awakening, ‘Alarm bajne se pehele Jaago Re’.
The ad has been directed by Anaam Mishra and conceptualized by Mullen Lintas.