Win with InMobi – How Tata Tea awakened people to take action against climate change

“Chain se sona hai toh jaag jao” – a TV host would warn viewers at the end of his crime-based show. While that show urged people to stay alert to protect themselves from criminals, there is a greater, more urgent danger facing all of us today – climate change.

Already, alarm bells are ringing with rising global temperatures, drying up of water bodies, melting of polar ice-caps, increasing severity of storms and much more. Countries, non-profit organisations, as well as corporates and brands across the world are now waking up to this global challenge that will impact all.

Tata Tea, which has been at the forefront of addressing various social issues with its landmark ‘Jaago Re’ campaigns since 2007, is one such brand that is raising awareness about climate change with intelligent and compelling messaging rather than being preachy.

In a move to spur people to take action towards protecting planet earth, Tata Tea partnered with Glance and Wavemaker to bring this vision to life. Glance’s lock screen content platform with its exclusive reach, enabled Tata Tea to connect with millions of Indians and caught the eye with striking visuals, compelling messaging and unique interactive features. Powerful visuals were used to showcase what the future will be like if no action is taken to fight climate change.

Before people unlocked their phones, they saw a creative with a child playing in a picturesque place by a stream. It then invited them to explore and see the future. This led the user to a slider showing the child playing by the gushing stream, with the message “Our childhood”, asking people to slide to reveal the future. As the viewer interacted with the slider and moved it, the visual changed to show a child on barren land, with the message “Our kids’ future?”, which implied a bleak future for the generations to come. This then compelled the viewers to take action.

After interacting with the slider, the viewer was led to a creative featuring actor Pankaj Tripathi with the intelligent, meaningful message, “Only tea feels good when it’s hot, not the planet”. The call to action (CTA), “Take action”, took the viewer to the “Jaago Re” landing page, where people could take a pledge to save the environment.

Though this was not a commercial activity, the impactful messaging hit home. Using Glance lock screen, Tata Tea was able to reach pan-India audience across Tier 1 and Tier 2 cities. The brand saw 1.9x higher CTR and recorded 32.33 per cent of interactions with the slider creative. The brand also saw 74 per cent of visits to the experience unit. With this powerful campaign, Tata Tea awakened 10,000 pledgers to prevent climate change.