Tata Tea Jaago Re has unveiled its latest campaign, 'Har Green Action se Farak Padega', harnessing artificial intelligence to combat climate change by encouraging individuals to take small but impactful daily actions. Built on Google Cloud’s AI suite, the initiative aims to tackle one of the key barriers in the climate fight—public apathy.
A major challenge in climate advocacy is the widespread lack of motivation and belief in the significance of individual efforts. To address this, the campaign introduces an AI-powered WhatsApp tool on www.JaagoRe.com, developed with Google’s Gemini. Users can upload images of themselves engaging in eco-conscious actions such as using public transport, cooking with a lid, or bathing with a bucket instead of a shower.
The tool employs advanced image recognition to verify these ‘green actions’ and provides real-time insights into their environmental impact, reinforcing the idea that small steps can lead to big change.
To further amplify the initiative, Tata Tea has committed to planting one tree for every ten green actions submitted by users.
The campaign is also brought to life through a compelling film by Mullen Lintas. It opens with adults discussing environmental concerns with scepticism, only to be inspired by their children actively participating in sustainable habits. The narrative builds on the message that meaningful environmental change is possible through the power of collective individual actions.
Puneet Das, President - Packaged Beverages (India & South Asia), Tata Consumer Products, said, “Tata Tea Jaago Re has always believed in raising the society’s collective consciousness on key social issues of our times and there is nothing more pressing than the need to fight against Climate Change for the world's future. As we face the challenges of climate change, we often underestimate the impact we can create through the power of collective actions. We are pleased to launch this latest initiative from Tata Tea Jaago Re, as part of our continued efforts to build awareness about how small, daily actions can make a meaningful difference. This campaign of Tata Tea Jaago Re, built using Google Cloud’s AI technologies, reflects our ongoing commitment to empower individuals to make choices that positively impact the environment while leveraging AI to enhance consumer experiences and foster a deeper connection with them. Through this initiative, we hope to inspire meaningful change for a better tomorrow and unlock the power of collective action of the people, because ‘Ek Ek Karke hum sab karenge, to Farak Padega.’”
Bikram Singh Bedi, Vice President and Country MD, Google Cloud India, commented, “We are thrilled to collaborate with Tata Tea’s innovative Jaago Re campaign which leverages Gemini and helps solve the challenge of verifying diverse user-submitted actions. Gemini's advanced image recognition capabilities accurately analyzes these actions in real-time, providing users with immediate feedback and validation in natural language, fostering both accountability and a sense of achievement. The robust solution helps quantify individual impact, translating user actions into concrete environmental benefits.”
Kishore Subramanian, Chief Operating Officer & Chief Strategy Officer, Mullen Lintas, added, “Over the years, Tata Tea's Jaago Re campaigns in their inimitable style have delivered punchy messages aimed at shaking the common man out of his inertia on a variety of issues. On the plank of climate change, this time around, we continued that tradition by highlighting our collective apathy towards the issue and the prevalent belief that individual actions can't create meaningful change. Through the voices of children, the film emphasizes how small, individual efforts can lead to a powerful collective impact, urging all of us to do our bit… Jaago Re.”
