Authors - Pradeep Kumar, Balasubramanian, Dhivyalakshumi Abstract - This paper analyzes the role of archetypal storytelling as an ethical brand meaning construction strategic tool in cause-related advertising as applied longitudinally to the Jaago Re campaign created by Tata Tea. Jaago Re is a cause marketing effort spanning more than 10 years and dealing with civic engagement, gender equity, community health and climate accountability. Based on the theory of archetypal branding, the paper examines thirteen aired and online advertisements published between 2008 and 2023 to learn how archetypes are utilized and redefined based on the changing socio-cultural and ethical issues. Based on the principles of a qualitative content analysis, guided by the Archetypal Criticism framework and Cultural Branding theory, the research paper recognizes the primary and secondary archetypes and investigates their narrative and ideological roles. The results have shown that archetypes that include the Hero, Sage, Caregiver, Everyman, and Outlaw, together with the Magician are well-planned layers that deploy civic actions, promote ethical contemplation, and maintain symbolic continuity in the campaign stages. The work proves that Jaago Re goes beyond episodic cause promotion, including the responsibility and social awareness as a part of the cultural identity of the brand. This study can be of use in the literature on ethical branding and responsible advertising because it links the progression of archetypal arrangements through time, providing a conceptual framework to build a sustained social and cultural value in the marketing communications.
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