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Tag: Tata Pravesh

  • Tata Pravesh’s new ad film ‘Raahi’ explores gender inclusivity in workplace

    Tata Pravesh’s new ad film ‘Raahi’ explores gender inclusivity in workplace

    Mumbai: On Friday, Tata Pravesh, a brand of steel doors and windows, launched a new campaign titled “Raahi.” The film aimed to bring exclusive focus on diversity and inclusion by highlighting the importance of an inclusive workplace.

    Conceptualised by Wunderman Thompson Kolkata is purposefully set against a neutral corporate backdrop.

    It tells the story of an LGBTQIA+ individual, shunned by society but who is accepted by colleagues. The film signs off with the strong social message, “Acceptance can open doors,” encouraging us to open our minds—”#KholoMannKeDwaar”—allowing the winds of change to air out our prejudices.

    Shot by Happy Rabbit Films, the film encourages us to inculcate a sense of belonging in the workplace and make our LGBTQIA+ colleagues feel accepted, making them proud of us. It makes us stop for a moment and take cognizance of our biases, so we can work towards eliminating them.

    This initiative has been lauded not just because it is innovative, but because it is also a progressive way for such employees to enter mainstream society, be embraced by all around them, and made to feel like a part of the larger corporate family.

    Commenting on the creative concept, Wunderman Thompson, Kolkata vice president & senior ECD Arjun Mukherjee said, “We need to be sensitive towards our LGBTQIA+ co-workers and make them feel welcome at the workplace. This film encourages us to make them feel at home as our colleagues. It teaches us to build relationships based on love and respect, regardless of gender, so that no one ever walks alone.”

    Wunderman Thompson, Kolkata senior vice president & managing partner Vijay Jacob Parakkal added, “Tata Steel is widely recognised for its trailblazing HR initiatives and Tata Pravesh for its thought-provoking films. This extremely relevant and topical film will encourage us to embrace LGBTQIA+ people, making them feel accepted and included in the workplaces of tomorrow.”

  • Wunderman Thompson South Asia unveils sequel to ad campaign for Tata Pravesh

    Wunderman Thompson South Asia unveils sequel to ad campaign for Tata Pravesh

    Mumbai: Wunderman Thompson South Asia has unveiled a sequel to the first-ever thematic film for Tata Pravesh on all its social media assets.

    This sequel film called ‘The Surprise Visit,’ a part of their ‘Akela Hi Kaafi Hai’ campaign, delivers a two-fold message informing the potential customers that Tata Pravesh products come with their own frames that can easily be screwed into a finished wall and that the Individual Home Builders (IHBs) need to contact Tata Pravesh customer care before installing an ordinary frame.

    Produced by Small Fry Productions, the film is supported by print, OOH, POS and digital. A 360-degree campaign anchored by TV has been conceptualised to drive home the dual message.

    This is the first time ever that actors Gajraj Rao and Priyamani share screen space on the screen. “Getting Gajraj Rao and Priyamani together was a casting coup of sorts by the Wunderman Thompson team,” stated Wunderman Thompson Kolkata Senior VP & managing partner Vijay Jacob Parakkal. “They really helped bring this script to life and made it a very entertaining and memorable film. We are really looking forward to seeing the response to this new Tata Pravesh campaign.”

    “The previous campaign ‘Akela Hi Kaafi Hai’ helped Tata Pravesh enter the consideration set of customers and we are proud to be part of 50,000+ Indian homes. The latest film will hopefully bring many more households into the Tata Pravesh family,” said Tata Steel Ltd national business head – Tata Pravesh Animesh Roy. “The popularity of Gajraj Rao & Priyamani will not only further enhance awareness of the brand but also effectively deliver the message that Tata Pravesh comes with its own frame and Individual Home Builders (IHBs) need to call us before installing an ordinary frame.”

    “In this film, we take up where we left off in the first one,” said Wunderman Thompson Kolkata VP & senior ECD Arjun Mukherjee. “Gajraj Rao is no longer the naïve, unsuspecting customer of the first film. And Priyamani makes a heart-stopper of an appearance in this one. The effort was to tell the story in an entertaining and engaging way with penny drop moments that are sure to bring a smile. Who says you can’t have fun while introducing a toll-free number?”

  • Tata Pravesh’s latest campaign empowers people to make wise choices

    Tata Pravesh’s latest campaign empowers people to make wise choices

    Mumbai: Tata Pravesh, from the house of Tata Steel, has launched a new campaign called #AloneButTogether to empower people for making wise choices in the face of the pandemic. Conceptualised by Logicserve Digital, the campaign showcases the power of an individual to drive positive influence.

    Aligning with Tata Pravesh’s present positioning of ‘Akela Hi Kaafi Hai’, the campaign comprises of impact-driven Thumbstopper videos that aptly convey the message through simple real-life situations such as planning a wedding in the middle of the pandemic, our attitude towards people who deliver our necessities at home and illustrates how we can make an impact with a simple act.

    Commenting on his vision for this campaign, Tata Pravesh’s chief – services and solutions, P Anand said, “This campaign is our attempt at communicating the importance of putting safety first, for yourself and for your loved ones, and making wise choices in our daily life; since we strongly believe that an individual is #AkelaHiKaafi for creating a positive impact. #AloneButTogether promotes the emotion of standing strong with one another by spreading empathy, kindness, and humanity and, encouraging each other to act responsibly.”

    Shedding more light on the creative process of the campaign, Logicserve Digital’s SVP – creative, social, PR, marcom, Manesh Swamy said, “The pandemic is not over yet, and as a community, we have to be more vigilant and at the same time be humane. We realized that people don’t generally take it well when we correct them to behave in a certain manner during the pandemic. However, driving the message that every single individual can make a difference was essential. As things are opening up and people are getting back to normalization 2.0 with a scare of the third wave lurking around, we wanted to spread kindness and instill responsibility via these super short thought-provoking films. If you carefully look at the films, Tata Pravesh’s doors and windows are seamlessly integrated with these films and are playing an important role in driving this important message.”

  • Tata Pravesh’s steel door is #AkelaHiKaafiHai

    Tata Pravesh’s steel door is #AkelaHiKaafiHai

    NEW DELHI: With the aim to convince Indian customers to try out doors made of materials other than wood, Wunderman Thompson South Asia has created a quirky campaign for Tata Pravesh, selling the unique proposition of getting a steel door.

    Titled #AkelaHiKaafiHai, the film features Badhai Ho fame actor Gajaraj Rao and is directed by Alok Kulkarni. The film is produced by Small Fry Productions. 

    The 360-degree campaign will be anchored by TV and supported by print, OOH, POS, and digital.

    Wunderman Thompson India CCO Senthil Kumar said, “Wooden doors continue to be coveted in spite of their obvious drawbacks. The film aims to break the mindset of potential Tata Pravesh consumers for whom doors = wooden doors, trying to get them to question if wood is good enough. The objective is to pique their interest enough for them to enquire about Tata Pravesh steel doors with strength of steel and elegance of wood and eventually show wood the door.” 

    Tata Steel Ltd chief – services & solutions P Anand said, “When buying a door or window for their house, consumers in India mostly consider wood.  Therefore, to establish a new category of steel doors and windows, the problems with wood needed to be brought to the forefront. The new Tata Pravesh film – 'Akela Hi Kaafi Hai' with Gajraj Rao as the brand endorser, attempts to put Tata Pravesh in the consideration set of consumers by offering a one stop solution against the drawbacks of wood.” 

    Wunderman Thompson, Kolkata ECD & VP Arjun Mukherjee added that the setting of the film and the characters had to resonate with consumers in tier-2 and tier-3 towns — the target audience for  the brand. Driven by excellent performances from Gajraj Rao and Saanand Verma, the film makes the point that when you are opting for a wooden door you are “making a big mistake that you’ll live to regret.” 

  • Wunderman Thompson launches new campaign ‘shut out corona’ for Tata Pravesh

    Wunderman Thompson launches new campaign ‘shut out corona’ for Tata Pravesh

    MUMBAI: Wunderman Thompson South Asia has conceptualised a digital film for Tata Pravesh. The film demonstrates how India is united in its fight against novel coronavirus, shutting all its doors to signify that when an entire country shuts its doors, it has the power to shut out Corona.

    According to Tata Pravesh, the main challenge was to get this done at a time when the entire world was behind closed doors, production houses included. Crowdsourcing was the only solution. The film was made with Instagram and twitter posts by hundreds of Indians with the Tata Pravesh hashtag #DoorsOfIndia. These shots were combined with footage of closed doors sourced from the Wunderman Thompson team across six Indian cities.

    As PM Narendra Modi announced a nationwide lockdown on 24 March to curb the spread of the deadly novel coronavirus. Since then, the pleas of the PM and Chief Ministers across states, urging people to stay indoors, have been ignored by many. There appears to be a lack of awareness of the consequences of venturing out and this extends even to the more evolved. Incidents of violation of govt. guidelines continue to make the headlines and a large number of people have already been arrested.

    Individuals are not adhering to the one overarching guideline of staying indoors to stay safe, blissfully unaware of the consequences of coronavirus. With the deadly virus knocking on our doors, it was imperative to drive awareness of the simple fact that when you stay home you stay safe, India had to be reminded that you are safe indoors.

    The film brings lockdown alive through hundreds of closed and locked down #DoorsOfIndia. It begins with shots of doors closing followed by a montage of closed doors from various geographies covering the entire expanse of this vast nation. The fast-paced montage is choreographed to a ‘homemade’ soundscape that is evidence of how work from home can give birth to truly ingenious solutions.

    An entire Indian classical music rhythm pattern was created not by using traditional Indian percussion but by using live sounds of doors being shut and sounds of latches, hinges, stoppers, and locks, along with ambient street noises and dialogues. These sounds were sourced from across the country using #DoorsOfIndia.

    Tata Steel chief services and solutions business P Anand said, “Tata Pravesh has always endeavoured to open minds through evocative socially connected films. This relevantly timed film reminds people to stay behind closed doors, that being the best way to combat Corona.”

    Wunderman Thompson  CCO Senthil Kumar said, “The idea was to bring alive the fact that India has shut its doors on Corona. This simple idea was executed powerfully by featuring doors from various provinces which gives the film a pan India scale while indicating that the #DoorsOfIndia will remain closed till we #ShutOutCorona.”

    Wunderman Thompson Kolkata ECD and VP Arjun Mukherjee said, “It was important to tell people that all it takes to flatten the curve is to shut the door. The film uses doors of various shapes, sizes, age and lineage which reflect the diversity of this nation, all united in shutting out Corona.”

    Wunderman Thompson senior VP and managing partner Vijay Jacob Parakkal said, “The vast numbers who have closed their doors on corona is testimony to the exceptional resolve and fortitude that our country has always demonstrated in times of stress. We are delighted to partner Tata Pravesh on this film which shows what India can do if it puts its heart into it.”