The initiative will follow a 360 degree integrated marketing campaign to connect with consumers across various retail networks of Tata Tea. The company will also use online and mobile touch points extensively to create campaign buzz.

Says Tata Tea executive director Sangeeta Talwar, "Corruption is a malaise that is endemic to our everyday life. It is the largest tax on India‘s future. Corruption extracts a tremendous cost on entrepreneurial activity, economic opportunity and prosperity. If we are to create an open access society, leverage India‘s diversity, its demographic dividend, its social and intellectual capital, ameliorate poverty and work towards the progress of the masses, we must do something quick and drastic to remove corruption."