Delhi: Tata Tea Jaagore recognised 25 change agents with the release of a coffee table book today titled India Awakened. Released by Jairam Ramesh, Minister for Rural Development, the book acknowledges common people whose efforts have made a positive contribution to the society. It aims to create an environment of hope and motivation with success stories of these agents of change.
The coffee table book is a part of the ‘India Can, India Will’ campaign launched by Hindustan Times in partnership with Tata Tea in January 2012.
A panel comprising eminent personalities felicitated the change agents at the book launch. The panel comprised Dipankar Gupta, professor of sociology; Aruna Roy, member, National Advisory Council; Nirmala Sitaraman, national executive member, Bharatiya Janata Party, and Sagarika Ghose, CNN-IBN deputy editor who moderated the session.
Commenting on Soch Badlo’s initiative, Vikram Grover, vice president, marketing, Tata Global Beverages, India, said, “Tata Tea encourages people to see opportunity where others see adversity and stands by its dictum Chai Piyo Soch Badlo. For over four years now the Jaagore campaign has focused on awakening the nation to issues and challenges that it has foreseen (the issue of corruption was the focus of brand advertising long before it became a burning platform in media), and in doing so it has demonstrated thought leadership. The campaign takes different avatars depending on the mood of the nation and taps into underlying sentiment. The latest campaign Soch Badlo attempts to spread positivity in a nation plagued with negative sentiment currently. This association with Hindustan Times was done to identify and spread stories of people who have seen positivity where most would have seen adversity. This book is dedicated to these 25 individuals who have gone all out to make a positive difference to the lives of many. A single positive idea placed in the midst of people can change perspectives. We at Tata Global Beverages congratulate the change agents."