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Tata Tiscon sparks joy with J Walter Thompson through a new story – Be the Light

MediaInfoline November 5, 2018

Tata Tiscon attempts to re build the codes of category communication with J Walter Thompson through a new story – Be the Light.

The rebar category in India has traditionally defined strength through the power of celebrities, showing product attributes through show of masculine strength. This Diwali, Tata Tiscon throws the spotlight on a different aspect of strength and elevates the focus of power from physical to a more emotional plane

As India surges ahead as one of the world’s fastest growing economies, young men from all over the country are heading towards big Metros in search of better job opportunities, leaving behind lonely aged parents. Across rural and urban India, loneliness and depression are constant companions of senior citizens, who spend their days remembering a time when their homes were abuzz with family, joy, and laughter.

Sanjay S Sahni, Chief of Marketing & Sales (Branded Products & Retail), Tata Steel said, “as an integral part of most Indian homes and true to our endeavor to continuously better ourselves, we wanted to find a new meaning of Strength today. We wish for the new home builders to understand and appreciate the need to cultivate the true value of strong homes- the ability to bring happiness to the lives living in it. We believe that is true joy of building”.

Sarvesh Kumar, Chief of Marketing (Branded Products & Retail), Tata Steel said, “It’s a lovely concept that builds on the joy that festivity brings to people’s lives, especially the ones who are lonely and alone”.

Vijay Jacob, SVP and Managing Partner, J Walter Thompson, Kolkata says, “Tata Tiscon has a special place in our hearts, we have carefully nurtured this brand from inception to this point where it has taken an important step of adopting an inclusive brand philosophy – The Joy of Building”.

Arjun Mukherjee, VP & ECD, J Walter Thompson, Kolkata says, “Loneliness and depression are a major issue in India today and the elderly are the biggest sufferers. In the clutter of everything happy our effort was to put a purpose in the celebrations, to go out of our way if needed and make Diwali more than a day of lights and laughter.”

Conceptualized by J Walter Thompson and produced by Light Bulb Motion Pictures, ‘Be the Light’ is released on the brand’s social media handles. Catch the full film below.

FB: here

YouTube: here


Client: Tata Tiscon

Agency: J Walter Thompson

Chief Creative Officer: Senthil Kumar

SVP & Managing Partner: Vijay Jacob Parakkal

VP & ECD: Arjun Mukherjee

Art Director: Sourish Mitra

VP & EBD: Ayan Chakraborty

Client Services Director: Sreeparna Gupta

Digital team: Surojit Sen, Soham Sengupta and Sulakshana Goswami

Production House: Light Bulb Motion Pictures

Director: Pinaki Bose


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