Softly brewing tea in the kitchen, its fragrance teasing the nose, the alarm goes off, slow languid movements that show morning lethargy in all its glory…that’s so passé.
“Alarm abhi baja nahi hai,” says the protagonist in a backdrop where people are snoring away, ignorant of what’s brewing up. Following in the footsteps of Jaago Re, a cause-related campaign that was hugely successful, Jaago Re 2.0 takes on from where it stopped.
Showing images of farmers waiting for rain, bridges collapsing due to dilapidation, and women being mercilessly tortured, the advertisement talks about how we boil in anger once the event has happened.
The video insinuates that an ‘alarm’ or an incident needs to happen to trigger us into action. But if we evolve as a society, be a little more aware, such triggers can be minimalised and maybe even done away with. The female protagonist in the ad is constantly seen urging people to make enough noise even before an untoward incident has happened.
Jaago Re 2.0 is all about being aware, which cancels out the chance of things going awry. Watch the complete ad here:
