BANGALORE: Tata Tea has roped in Fever FM for the second phase of its �Jaago Re' multimedia campaign which was recreated to spread widespread awareness on the issue of corruption and to take the first phase tagline �Aaj Se Khilana Bandh, Pilana Shuru' to the next level.

Tata Tea launched a �Jaago Re Vrath Yatra' bus- a 38 day bus journey across the country to connect with the youth and urge to pledge against corruption. In every station of Fever the RJ's will lead the march by themselves, fasting against corruption and encouraging their listeners to take a fast (Vrat) against corruption.

The other radio partner is Radio Mirchi FM where the central creative idea is Khilate Khilate Desh ko indigestion ho gaya hai – is liye aaj se Khilana Bandh, Pilana Shuru.'

Tata Tea has initiated a number of initiatives including blocking of over 1000 spots on all the 14 Star Network television channels on 9 December; a tie up with the soon to be released Aamir Khan movie �3 Idiots'; the launching of a 3 city corruption index (Delhi, Mumbai and Bangalore) along with AC Nielsen; relaunch of its www.jaagore.com website.

The commencement of the second phase on the �Jaago Re' multimedia campaign coincides with Anti-Corruption Day tomorrow.

Tata Tea has beautifully integrated it's brand building strategy with corporate social responsibility (CSR), without mentioning it with its �Jaago Re' campaign as opposed to most brands that generally allocate a small percentage of their brand building budgets towards CSR..., said Madison World CMD Sam Balsara.

The �Jaago Re' campaign which commenced in August, 2007 has been about repositioning the role of tea from a �wake-up' drink' to a medium of social awakening. In 2007, the message was just that with ads such as a young man asking a politician who is soliciting votes about his experience in the job of running the country. In 2008, with the elections imminent in India, the focus shifted to asking the youth to awaken and exercise their franchise and vote the right people into power. This year the focus has shifted to asking the youth to fight against corruption.