Tata Tea Jaago Re’s AI campaign champions the power of collective actions for a positive climate impact

Tata Tea Jaago Re’s AI campaign champions the power of collective actions for a positive climate impact The initiative measures the positive impact of daily ‘green’ actions by individuals and is built on Google Cloud’s AI suite of products. Mumbai, 21st April, 2025: – Tata Tea Jaago Re is back with its latest campaign to fight climate change. This AI-powered campaign, 'Har Green Action se Farak Padega’ is aimed at awakening and nudging individuals to take small but meaningful actions in their daily lives that can collectively create a greater positive impact on the environment. The campaign reinforces Tata Tea JaagoRe’s commitment of spreading awareness on a cause which is the most defining crisis of our time – Climate Change and carries forward the brand’s purpose of being a catalyst for awakening consumers to drive positive social change. One of the biggest challenge of trying to solve this problem is addressing the apathy of fighting climate change i.e. a lack of interest, concern, or motivation to take action against climate change, essentially meaning people may not be actively trying to address the issue despite its severity, often due to feelings of powerlessness, overwhelm, or a belief that their individual actions won't make a significant difference Hence, as part of this campaign, Tata Tea JaagoRe introduces an innovative AI-powered Whatsapp based tool on its microsite, www.JaagoRe.com. Engineered with Google’s Gemini, the tool enables consumers to see the positive impact of performing daily actions called ‘green actions’ such as using a lid while cooking on the stove, using public transport, increasing/managing air conditioner temperatures, and using a bucket instead of a shower while bathing etc. Consumers can now upload pictures of themselves performing these green actions using the Tata Tea JaagoRe chat tool. The AI tool utilizes advanced image recognition technology to identify the green actions and provide individuals with insights into the positive impact of their efforts on the environment, thereby giving them assurance on how their actions are meaningful and are contributing towards fighting climate change. To further amplify the impact of the JaagoRe movement, for every 10 green actions undertaken by consumers, Tata Tea commits to planting a tree.