Tata Tea Jaago Re or JaagoRe is a cause marketing initiative launched in India by Tata Tea, owned by Tata Global Beverages Limited. The campaign, introduced in 2008, works with NGOs and other non-profit organization to raise awareness for specific causes around Indian general elections. Since 2009, Tata Tea JaagoRe has been an active component of Tata Tea's marketing initiatives. The focus of Tata Tea's JaagoRe campaign has varied through the years. Campaigns 2009 - 2010 : One Billion Votes In the year 2007, ‘Jaago Re’ launched its very first campaign with an aim to ‘awaken’ the entire nation to the fact that they tend to hold the government accountable to various mishaps and encouraged them to participate in the functioning of the country’s politics by voting. To further establish this, ‘Jaago Re’ highlighted the ignorance of Indian citizens about facts like the credentials of the candidates that represent them in a hard hitting yet witty series of films. By launching a website, ‘Jaago Re’ facilitated voter registrations which enabled an extensive call out to the youth of the nation and encouraged them to vote. 2010 - 2011 : Khilana Bandh, Pilana Shuru Khilana Bandh was primarily aimed at establishing the fact that corruption can be combated if the citizens of the country did not engage in bribery. ‘Jaago Re’ stimulated the citizens of the country to discourage bribery and not contribute to corruption. Through a website, users we encouraged to share Anti-Corruption messages, take pledges against paying or receiving a bribe, and confess if they had paid a bribe. 2011 - 2012 : Soch Badlo ‘Soch Badlo’ was aimed at bringing to light the positive stories within the country. ‘'Jaago Re'’ chiefly addressed the positive side to a country that was under a lot of stress through a series of commercials and encouraged people to add a more promising perspective to how they view the country. Jaago Re encouraged citizens to talk about the positive stories surrounding India and share a message of positivity with the rest of India. 2012 - 2013 : Simplify Jaago Re continued on a platform of positivity to "Simplify", where though partnerships with Subject Matter Experts, it would attempt to offer deeper insights on important matters in newspaper headlines. Simplify was launched on in partnership with CHRI around the topic of "Know Your Police". Content was created on this platform to simplify and educate