According to the 2015 report from the National Crime Records Bureau (NCRB), 8934 students committed suicide in 2015. And this number doesn’t even account the attempted suicides, many of which go unreported. With increasing pressure on students it’s important that the parents do their bit to avoid any tragedies, even if is just saying #ItsOk. 

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The film opens with the father and son walking to find out the son’s exam results. The son is extremely anxious and talks about how he may have performed in different subjects. He then turns around to realize that his father has stopped at an ice cream stand. The boy gets upset that his father stopped for an ice cream and complains about being late before pausing to hesitatingly ask, “But dad, what if I fail?” To this his father calmly replies, “So? It’s ok.” and proceeds to order the ice cream. Knowing that his father understands his worry immediately comforts him and they both enjoy ice cream together.

 

Through this film, Jaago Re highlights the growing issue of depression and suicidal tendencies among students as a result of the tremendous pressure to deliver when it comes to education. As parents, it is imperative to be conscious of the stress children experience and help ease their burden before it is too late. Taking forward the conversation on ‘Preactivism’, this film perfectly captures how every timely action works towards preventing a future tragedy.

 

Join us in our quest to ‘wake’ everyone up, before the alarm rings at:  https://www.facebook.com/jaagore/.

 

Campaign Details

 

TVC Duration: 70 secs

 

Creative Agency: Mullen Lintas Pvt. Ltd.

 

Team credits

Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Satish Sethumadhavan, Trishna Parkash, Merlyn Miranda, Abbas Mirza

Account management: Kishore Subramanian, Lopamudra Bhattacharya, Pritish Wesley, Anahita Brar, Dwigvijay Devraj

Planning: Ekta Relan, Sushma R Rao

Production House: The Wired Society

Director: Avnish K Bhardwaj

Film Department: Satyajit Ganu

Exposure (mediums used): Digital

Link to view TVC: View

Accidental Deaths & Suicides in India2015 (NCRB)View

 

About Tata Global Beverages

Tata Global Beverages is a global beverage business with a brand presence in over 40 countries. The Company has significant interests in tea, coffee and water and is the world’s second largest tea company. Over 300 million servings of its brands are consumed everyday around the world. Tata Global Beverages’ annual turnover is US$1.2bn and it employs around 3,000 people across the world. The Company focuses on natural beverages and has a stable of innovative regional and global beverage brands, including: Tata Tea, Tetley, Himalayan natural mineral water, Tata Gluco+, Good Earth tea, Grand Coffee and Eight O’clock Coffee.


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