MUMBAI: It’s not just the tea that’s brewing at Tata anymore-it's a full-blown AI-infused environmental crusade. Tata Tea Jaago Re is back, this time with a digital twist to stir our climate conscience. The new campaign, titled 'Har Green Action se Farak Padega', isn’t just a catchy jingle. It’s a tech-powered wake-up call wrapped in a steaming mug of sustainability.

Launched on 21 April, 2025, the initiative aims to shake citizens out of their climate apathy and prove that your daily actions - yes, even that shower you took with a bucket - actually count. Built on Google Cloud’s AI suite, the campaign introduces a Whatsapp-based tool via www.jaagore.com. Snap a pic of your green deed, upload it, and the AI - powered by Gemini - will do the rest. It recognises the eco-friendly action and serves up a report card of how much good you've done for the planet. It's sustainability with receipts.

"Tata Tea Jaago Re has always believed in raising the society’s collective consciousness on key social issues of our times and there is nothing more pressing than the need to fight against Climate Change for the world's future... Through this initiative, we hope to inspire meaningful change for a better tomorrow and unlock the power of collective action of the people, because ‘Ek Ek Karke hum sab karenge, to Farak Padega,’" said Tata Consumer Products president - packaged beverages, Puneet Das.

Each time ten such actions are verified, Tata Tea goes one better: they plant a tree. That’s right. AI gets you leaves, and trees get real.

Backing the campaign is a stirring film by Mullen Lintas. Picture this: adults tut-tutting over headlines, while kids quietly lead the charge. Buckets replace showers. Lids go on pots. And a catchy chorus scores the whole eco-rebellion. The film makes it clear-the future isn’t just in good hands, it's in green ones.

"We are thrilled to collaborate with Tata Tea’s innovative Jaago Re campaign which leverages Gemini and helps solve the challenge of verifying diverse user-submitted actions... fostering both accountability and a sense of achievement," said Google Cloud India VP & country MD Bikram Singh Bedi.

Mullen Lintas Kishore Subramanian added, "Through the voices of children, the film emphasises how small, individual efforts can lead to a powerful collective impact, urging all of us to do our bit… Jaago Re."

The idea? Make climate action go viral. Not just through hashtags, but through habits.

Green is no longer just a colour, it’s a KPI.