Jaagore - Background

Background

Tata Tea re-launched its flagship website in November 2012. The portal which was an online hot spot for aspiring voters to register and obtain all information related to Voter Registration, will now stand for social awakening in a broader sense. JaagoRe's new 'Simplify' campaign is oriented towards bringing about a change in the mindset of the masses and encouraging them to make a difference and become empowered by knowledge. The 'Simplified' initiative will break down complex issues and policies that matter, thereby providing the necessary information and clarity required to make informed decisions and actions that lead to transition. The first topic that has been simplified on the website is Know Your Police.

'Get Involved' is the direct engagement section of the website – a place where individuals register and then utilize the platform provided to do their bit towards making a significant change. It is the new avatar of 'Jaagao' which resided on the previous site and was the instrument by which individuals and other users engaged in a social exchange, in which NGOs posted various requirements – in the form of projects requiring man-hours or specific skills etc. Similarly, individuals could post their interest areas and availability and search for projects by location, dates, causes etc. NGOs could also actively search for people using the filters provided.

Speaking about the portal, Ms. Sangeeta Talwar, Executive Director, Tata Tea Limited, said, “At its best, jaagore.com hopes to facilitate social awakening among the youth by providing them the platform and opportunities to channel their efforts and skills. With this initiative Tata Tea hopes to take its flagship campaign - Jaago Re! - beyond the rhetoric, from a level of creating awareness to a level where it actively facilitates action – another call to action.”