Consumers seek 3 principal qualities in a door- Strength, Beauty and Durability, especially if that door happens to be the entrance to their house. And if noticed, historically the preference has always been wood it has these 3 sought after attributes.
Tata Pravesh, a brand of doors & windows from Tata Steel recently launched a multi-media campaign in an attempt to alter behaviour in favour of steel. Featuring Gajraj Rao as the brand ambassador, the campaign Akela Hi Kaafi Hai (AHKH) aims at driving awareness of and consideration for steel wall opening solutions by highlighting features like termite & fire resistance, zero maintenance and unmatched strength.
In addition to that, the very first influencer film for Tata Pravesh has been conceptualized by Wunderman Thompson South Asia featuring VVS Laxman. The player’s impeccable style and inner strength define the characteristics of Tata Pravesh as well.
The film is set in his home where he talks about the search for the next great player since he has retired. The characteristic he is looking for is inner strength which is a requisite when the pitch is on fire and other than he is looking for someone who can play long innings – not laboriously but with style.
To know the champion Laxman is talking about, watch the film and discover for yourself- the next VVS.
P. Anand, Chief – Services & Solutions, Tata Steel Ltd., said, “Tata Pravesh steel doors and windows with the elegance of wood, combine strength, style and durability. They are a one-stop solution to many hassles in the existing door/window offerings. The film draws a parallel between the brand and VVS Laxman who embodies the qualities of Tata Pravesh.”
Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, Kolkata, said, “One can never forget Laxman’s fantastic innings at Eden Gardens and his epic partnership with Dravid. The perfect mix of grit, determination and style that characterized that partnership is echoed by Tata Pravesh, which combines the strength of steel with the elegance of wood.”
Client: Tata Pravesh – a brand of Tata Steel.
Agency: Wunderman Thompson
Vijay Jacob Parakkal, Sr. VP & Managing Partner
Moeinuk Sengupta, Creative Director
Aniket Chatterjee, Copywriter
Nilanjan Sarkar, Client Services Director
Production house: Talking Tree Media
Director: Ann Kurian
Client Servicing Manager: George S.
Assistant Director: Abhishek Sarkar
Camera Assistants: Abhilash, Nandan
Art: Sherry Zacharias
Editor: Sanjay Jayaprakash
VFX Editor: Naveen B