Tata Tea on rural thrust with <i>Jaago Re</i>

Tata Tea, one of the country's leading tea company, has launched Jaago Re, a holistic 360 degree advertisement campaign. The company plans to expand in smaller towns and villages through the campaign, which is created by advertisement agency Lowe Lintas.

Percy Siganporia, managing director, Tata Tea, said, " The company wants to associate the campaign with the social apathy and create awareness about the social problems in the country."

The company executives claimed that Tata Tea is the largest volume player in the packed tea market, which is growing by 3-4%. In June this year, Tata Tea has attained 19.2% market share against 18.6% that of its nearest competitor.