 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.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.