Jaago Re's new 'Preactivsm' spot has a message for parents

Tata Tea Jaago Re’s new film demonstrates how simple gestures can go a long way towards relieving the immense pressure students undergo when it comes to performing well during exams.

In line with their ‘Alarm Bajne se Pehle Jaago Re’ campaign launched earlier this year, this film identifies the growing issue of student depression and suicide, and urges parents to ‘preact’ and do their bit to prevent these avoidable tragedies.

The film opens with the father and son walking to find out the son’s exam results. The son is extremely anxious and talks about how he may have performed in different subjects. He then turns around to realize that his father has stopped at an ice cream stand. The boy gets upset that his father stopped for an ice cream and complains about being late before pausing to hesitatingly ask, “But dad, what if I fail?” To this his father calmly replies, “So? It’s ok.” and proceeds to order the ice cream. Knowing that his father understands his worry immediately comforts him and they both enjoy ice cream together.

Through this film, Jaago Re highlights the growing issue of depression and suicidal tendencies among students as a result of the tremendous pressure to deliver when it comes to education. As parents, it is imperative to be conscious of the stress children experience and help ease their burden before it is too late. Taking forward the conversation on ‘Preactivism’, this film captures how every timely action works towards preventing a future tragedy.

Jaago Re 2.0 advocates preacting to challenges rather then reacting after the crime has been committed. You can see a thorough account of the campaign here.