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#WeAlsoMakeTomorrow A corporate brand campaign for Tata Steel conceptualised by J. Walter Thompson

MediaInfoline November 20, 2018
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Tata Steel has now embarked on a corporate brand campaign that is in line with its collective outlook and aspirations. The campaign celebrates the brand as the catalyst for ushering in a new era in the journey of the organisation.

It is also an effort to reposition Tata Steel within the steel sector and beyond, as it leads the industry with innovative thinking; creating products and solutions for the future. Highlighting how smart steel has impacted our lives positively, the campaign showcases the work the Company has done under the umbrella of Innovation, Technology and Sustainability.

The brief to the agency was to create a campaign that brings about a perceptual change by highlighting technology and innovation at Tata Steel and demonstrating how that is impacting lives today and how that will shape the future. The campaign presents the Company as pioneering, exciting, innovative and agile, thereby engaging with various stakeholders esp. the younger audience.

The campaign is driven by a mix of TV, print, OOH and digital. The campaign line #WeAlsoMakeTomorrow, which recalls the iconic line We Also Make Steel, emerged from the fact that the future is being shaped by imagination and imagination needs steel to become a reality. Tata Steel makes the steel which makes the future. Which is why, Tata Steel is a maker of steel and also tomorrow.

#WeAlsoMakeTomorrow underlines the Company’s focus on the future, positioning Tata Steel as an enterprise that is technologically advanced and innovative. The TVC that drives the campaign celebrates the power of imagination and the role of steel. It features children of diverse ethnicity – makers of tomorrow – who give free rein to their imagination as they envision the world of the future.

The campaign tells the world how Tata Steel is creating innovative products and solutions that make tomorrow better and brighter for the human race. It aims to reignite interest in steel as a category and position Tata Steel as a future shaper.

Commenting on the brief, Bindu Sethi, Chief Strategy Officer, J. Walter Thompson said; “We were required to reimagine the role of Tata Steel in today’s world. The continuing importance of a company like Tata Steel in shaping the future of our world. The brief to creative was: imagination and ideas would remain in the mind and on paper unless Tata Steel makes them a reality. That is the power of steel. Tata Steel’s technology and innovation gives life to imagination that shapes our future.” 

Commenting on the creative concept, Senthil Kumar, Chief Creative Officer, J Walter Thompson said; “The Tatas wanted to build a steel plant in 1907 and chose Sakchi, a village in the jungle by the banks of two rivers. They ended up building the shining city of Jamshedpur that is exemplary in so many ways. This pioneering culture of innovation in the company led the epic campaign created by JWT in the late eighties ‘we also make steel’. It is an honour for JWT to have worked on the past, present and the future of this legendary company, building a bridge of steel from yesterday to tomorrow. While working on this campaign we met thousands of Tata Steel employees, team leaders and business heads. We rediscovered a company that is shaping the future, with steel at its core and the pioneering culture of innovation as the collective soul for over a hundred years. But what drives innovation is pure childlike imagination. And that is the leap we took to deliver the new line – We also Make Tomorrow.”

Vijay Jacob Parakkal, Senior VP & Managing Partner, J. Walter Thompson said, “J Walter Thompson had created the first Tata Steel corporate campaign around 3 decades back. It was really special for us to partner with Tata Steel again for the #WeAlsoMakeTomorrow campaign.  For this campaign, we had some of our best people across various JWT offices in the country coming together and working as one team to deliver.  A shining example of making geography history as we brought together the best of our talent across offices to address our Client’s requirements.”

“A steel company with a warm heart – that’s what Tata Steel has always stood for. We wanted to add another dimension to this warmth – the power of steel in shaping the future. And that’s where imagination came in. Einstein famously said, “Logic will get you from A to B. Imagination will take you everywhere.” It’s something we all share, yes, and something we find in abundance with children, who aren’t yet anchored with experience. Imagination is the weightless substance that is the foundation of inspiration. That we sometimes even call instinct, when we let something other than logic alone guide us. But more importantly, it is what lets us see beyond what is manifest in front of us. A whole that is greater than the sum of its parts. In that sense, steel is no more a commodity than the grains of celluloid that form your favourite film, or the pixels that take shape as a photograph of your kid on her first day of school. Because with imagination, they are all one thing and one thing alone. Possibility. That’s what our film is about. It shows us a side of Tata Steel we haven’t seen. Or rather it helps us better understand the role Tata Steel truly plays in our world – not just as a maker of steel but as a maker of possibilities. All told in a moving story that speaks to our audience in the language of life we all relate to.”, added Sambit Mohanty, National Creative Director, J. Walter Thompson.  

Campaign Credits:

Project Head:

Vijay Jacob Parakkal, Sr. VP & Managing Partner

Account Planning:

Bindu Sethi, Chief Strategy Officer

Shujoy Dutta, Sr. VP & Executive Planning Director

Creative Team:

Sambit Mohanty, National Creative Director

Ankur Kalita, VP & Sr. Creative Director

Saurabh Dawar, AVP & Sr. Creative Director

Account Management:

Sayam Bhadra, VP & Client Services Director

Nilanjan Sarkar, Account Director

TVC Credits:

Production house: Native, Mumbai

Director: Reynald Gresset

Music: Dhruv Ghanekar

CGI house: Nozon, Belgium

Link to TVCs:

Video 1

Video 2

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