Over the years, TATA Tea's 'Jaago Re' campaign has crusaded against non-voting and corruption.

Its new initiative is Women First, aimed at changing the attitude towards women, with Bollywood superstar Shah Rukh Khan supporting it by featuring in an ad - and taking a pledge.

The ad, shot by filmmaker R. Balki, will go on air Friday on International Women's Day.

Shah Rukh announced his association with the campaign at an event here Wednesday.

"In the wake of increasing crimes against women across the country, one can only expect that such support from noted names goes a long way in driving home a positive message, and brings change in the society," a TATA Tea statement said.