In this landscape of lip-service activism, Tata Tea wanted to make a real change. We infused a paradigm shift in its ‘Jaago Re’ platform. We replaced the post- facto Re-Activism with a new preventive behavior – Pre-Activism, where warning signs are recognized and timely actions taken to prevent social tragedies from ever occurring. With the new plank ‘Alarm Bajne se Pehle Jaago re (Awaken before the alarm goes off)’, we re-introduced the brand’s activism platform in a new avatar.