Tata Tea heats up war against corruption in edu

In the run-up to the season of school admissions, Tata Tea's Jaago Re campaign” "Aaj Se Khilana Bandh, Pilana Shuru"” will run a steaming campaign against corruption in educational institutions.

The new campaign, conceived by Lowe Lintas, places the onus of eradicating corruption in India's educational system on the parents. One of the major frailties of the system is the willingness of scores of parents to pay bribes to have their children admitted to good schools.

The TVC highlights a typical story and suggests that by offering bribes, parents all but teach their children to be corrupt. It is a sharp comment on how choices we make early on in life governs the decisions we take as adults. The campaign is exemplified by the assertion: "Chai Piyo, Padhai Karao".

Indeed, the ongoing Jaago Re campaign is an attempt to awaken every Indian to the fact that corruption exists because we feed it.

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