Tata Tea JaagoRe has launched a new initiative, ‘Har Green Action se FarakPadega’, aimed at encouraging individuals to take small daily actions that support climate goals. The campaign, developed by Tata Consumer Products Limited, focuses on the role of collective behavior in addressing climate change and emphasizes that individual efforts can contribute to broader environmental outcomes.
To support this initiative, Tata Tea has introduced a digital tool on its microsite, which allows users to upload images of themselves performing environmentally conscious behaviors. Examples of such actions include using public transport, minimizing water use while bathing, or reducing energy consumption during cooking. The tool, built using Google’s Gemini technology, analyzes images through visual recognition software and provides users with feedback about the potential environmental benefit of their actions.
To encourage wider participation, Tata Tea has committed to planting a tree for every ten verified actions submitted by users through the platform. The campaign also features actor Dia Mirza, who appears in a digital film promoting the message. The film, developed by Mullen Lintas, uses a narrative where younger family members adopt sustainable habits while older members express doubt. It emphasizes the impact of cumulative small actions through the voices of children, highlighting that everyone has a role to play in responding to environmental challenges.
Puneet Das, President of Packaged Beverages at Tata Consumer Products, said the initiative is intended to raise awareness about climate change and show how individual actions can contribute meaningfully to long-term environmental goals. He added that the campaign leverages AI to connect with consumers and quantify the effects of everyday sustainable behaviors.
Bikram Singh Bedi, Vice President and Country Managing Director at Google Cloud India, explained that Google’s AI capabilities help verify submitted actions and provide real-time responses, encouraging accountability and helping users understand their contributions.
Kishore Subramanian, Chief Operating Officer and Chief Strategy Officer at Mullen Lintas, said the campaign addresses public indifference to climate change and uses storytelling to challenge the belief that small actions have no impact.
Tata Consumer Products Limited is a major consumer goods company under the Tata Group, focused on food and beverages. Its product range includes tea, coffee, salt, packaged foods, and beverages. With a presence in both domestic and international markets, the company reaches over 263 million households in India and reported an annual turnover of approximately ₹15,206 crore.
