Tata Pravesh has rolled out a campaign to spread awareness about its new range of doors and windows that are made of steel. Conceptualised by Wunderman Thompson South Asia, the campaign consists of a film which aims to create awareness about doors made from materials other than wood, which most consumers are still skeptical to try.
The film features actor Gajraj Rao and is a story of a naive consumer and a cunning salesman. The salesman at the store tries to take the potential consumer for a ride by listing out all features of his product that do not actually exist. A steel door of great strength appears in front of the protagonist, who then realises that Tata Pravesh's steel doors are both a combination of strength, style and beauty.
P. Anand, chief - services and solutions, Tata Steel, 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 & 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.”
Senthil Kumar, chief creative officer, Wunderman Thompson India, 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.”
Arjun Mukherjee, ECD and VP, Wunderman Thompson, Kolkata, said, “The setting of the film and the characters had to be such that they would 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 emphatically makes the point that when you are opting for a wooden door you are making a big mistake that you’ll live to regret.”
Client: Tata Pravesh - a Tata Steel brand
Agency: Wunderman Thompson
Project head: Vijay Jacob Parakkal (senior VP and managing partner)
Chief creative officer: Senthil Kumar
ECD and VP: Arjun Mukherjee
Creative director: Anurag Acharya
Senior creative director: Partha Chowdhury
Creative directors: Ananyo Banerjee and Tandra Chakravarty
Creative supervisor: Kaushik Roy