Mumbai: Tata Tea Jaago Re’s new film demonstrates how simple gestures can go a long way towards relieving the immense pressure students undergo when it comes to performing well during exams. In line with their‘Alarm Bajne se Pehle Jaago Re’ campaign launched earlier this year, this film identifies the growing issue of student depression and suicide, and urges parents to ‘preact’ and do their bit to prevent these avoidable tragedies.
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.
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.
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 India 2015 (NCRB): View
