Tata Pravesh has rolled out a campaign titled 'Kholo Mann Ke Dwaar (open the doors of contemplation) to highlight the progressive steps the brand has taken in hiring diverse corporate employees.
Conceptualised by Wunderman Thompson Kolkata, the film tells the story of an LGBTQIA+ individual, shunned by society at large because of her identity. However, the film showcases a board room meeting where she is accepted by colleagues and given the chance to take charge of a presentation. This gives her a sense of belonging in the workplace and makes her feel accepted. The film ends with the message, ‘acceptance can open doors’.
Jaya Singh Panda, chief diversity officer, Tata Steel, said, “As a company, our objective has always been to drive diversity and build a benchmark workplace. The inclusion of LGBTQIA+ people in the Tata Steel workforce is a step in that direction. The film urges us to accept everyone and create an inclusive workplace where equal opportunity is provided to all.”
Animesh Roy, chief services and solutions - Tata Pravesh, Tata Steel, said, “Tata Pravesh has always stimulated people, making them think about issues that impact society. The film is the latest addition to a series of communications from the brand over the years which attempt to open the doors of our minds. It prompts us to ensure our LGBTQIA+ co-workers feel that we care, urging us to be empathetic and supportive.”
Arjun Mukherjee, vice president and senior executive creative director, Wunderman Thompson, Kolkata, 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.”
Vijay Jacob Parakkal, senior vice president and managing partner, Wunderman Thompson, Kolkata, said, “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.”
Client: Tata Pravesh - a brand of Tata Steel
Agency: Wunderman Thompson Kolkata
Project head: Vijay Jacob Parakkal, Sr. VP & Managing Partner
Creative Team: Arjun Mukherjee, vice president and senior executive creative director; Anurag Acharya, creative director, Kaushik Roy, creative director; Partha Chowdhury, senior creative director; Nuzhath Enayath, senior copywriter; Bidisha Chandra, junior art director
Production house: Habby Rabbit Films
Director: Dibyendu Bose
Editor: Arghyakamal Mitra