Tata Tea - Tata Jagriti Yatra

Client: Tata Tea
Brand: Tata Jagriti Yatra
Advertising Agency: Lowe Lintas, Mumbai
Creative Director: Anaam Mishra
Copywriter: Samit Malkani
Art Director: Kalpesh Patel
Release Date: 24 December 2009

The Tata Jagriti Yatra is a project aimed at nurturing the spirit of social entrepreneurship among the Indian youth. On 24th December 2009, 400 carefully selected youngsters were sent on a train journey across India, visiting small towns and villages to meet people who have done great deeds in the field of social entrepreneurship. Each Tata Group company was given the opportunity to brand one compartment of the train.

The Tata Jagriti Yatra is an excellent brand-fit with Tata Tea's iconic Har Subah Sirf Utho Mat, Jaago Re! (Don't just wake up every morning, awaken!) campaign, that has been running for two years now. These posters were put up inside the Tata Tea compartment of the Jagriti Yatra train, and are intended to awaken, inspire and catalyse the young travellers' thinking by suggesting some business ideas that could have a huge social impact.

Tata Tea - Tata Jagriti Yatra
Tata Tea - Tata Jagriti Yatra
Tata Tea - Tata Jagriti Yatra
Tata Tea - Tata Jagriti Yatra

11 comments

funky_frogii's picture
funky_frogii
2538 pencils

illustration is gooood..i like it

and the people who travel in trains are not business men.mostly they are job goers who are not the target audience.and i think the copy is too long....

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ivan's picture
ivan

I think you need to clean up the ads. So complicated so busy, tiring to read.

Ivan Raszl, admin of AotW

Guest's picture
Guest

Nice ad....thank you given this ad to people.

regards,

seraj ahmad
Big Ideas Mane a Big Designer
serajmeraj@gmail.com

Guest's picture
Guest

I really Liked the Last copy a lot is really gr8!!!!

Vikrant.

shahidali's picture
shahidali
4071 pencils

like the copy of the headline "Can a paintbrush succeed where 60 years of government effort failed?" cool.

nice art direction espeically the 1st and the 4th one. interestingly, the copy is also the strongest there.

but considering these are poster material, the copy that follows are too big to pull an audiance. it either shorten the story else give the account of an incident which the copy can refer to. i mean, dramatize a bit.

shahid

Guest's picture
Guest

The type needs lots of treatment. Justify your text!

Guest's picture
Guest

It should be "...60 years of government effort has failed..."

such a glaring fuck up...

shameful...

lowe and print... lowe and creativity... shall never meet

and fucking boring lines even trainees won't write...

STOP and think before you START ever again!

Guest's picture
Guest

The first line has such a glaring typo. Who on earth published this? Damn online publishing. Should be:

...60 YEARS OF GOVERNMENT EFFORT HAS FAILED?

or

...60 YEARS OF GOVERNMENT EFFORTS HAVE FAILED?

And what are these: headlines or leaflet subheads?

Kamlesh Verma's picture
Kamlesh Verma
68 pencils

what is this.......is happening ....in our ad industry.....?

K.Verma

baanke Chauhan's picture
baanke Chauhan
88 pencils

good art direction....

angieraj's picture
angieraj
428 pencils

Good Images, Nice Message, Absolutely no relation to Tea (yes there is the copy at the TATA TEA logo but no direct relation to the product) and Preachy, Very preachy.

Cognito Ergo Sum

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