~A digital-first campaign for the brand ‘Pravesh’ of Tata Steel conceptualised and executed by J. Walter Thompson Kolkata & Hungama Digital Services~
Mumbai, 9th August 2017: Tata Steel re-affirms its entry into the home solutions market by launching the new product line, Pravesh – steel doors with wooden finish, as a part of its growth strategy in the B2C segment. To help it create a formidable presence in consumers’ minds, J. Walter Thompson Kolkata has come up with a unique digital-first campaign called #DoorsOfIndia. Coming from a strong insight ‘Every Door Has A Story’, this campaign is a real-time discovery of stories and untold facts of some of the most prominent doors around India. To partner in this initiative, J. Walter Thompson has brought on-board its network partner Hungama Digital Services (HDS), a leading full service digital agency with capabilities in digital ideation, production, social media and on-ground activation. The intra-network collaboration will make sure that this integrated idea leads to a whole lot of digital conversations around ‘doors’ per se and thereby enable ‘Pravesh doors’ to get positioned as the brand behind such conversations.
#DoorsOfIndia is a one-of-its-kind on-road journey that would be passing through the diaspora of Indian geography, dialects and cultural nuances curating stories of prominent doors. It would cover more than 30,000 Kms across 46 cities in 15 states over a period of 5 months. A unique discovery in true sense, this campaign would comprise of 6 explorers (travel bloggers) who will embark on the journey covering 6 different regions of India curating doors of various kinds — ornamental, historical, interesting, and more. These curated door stories will be published almost real-time on the dedicated microsite – www.doorsofindia.com along with social media amplification across Facebook, Twitter, Instagram and YouTube. This digital campaign is being supported by mainstream media as well including Print, OOH, BTL activations. The media outreach is being planned in such a way that the region of the ongoing journey gets exposed to the #DoorsOfIndia creatives and relates to the same.
Commenting on the initiative, Peeyush Gupta, Vice President-Steel (Marketing & Sales) at Tata Steel said; “The campaign will help us to tell the world the importance of doors in a home. The Doors of India campaign will help us to reach out to the people and open doors to more business in this category which has huge potential.”
Commenting on the creative concept, Tarun Rai, CEO, J Walter Thompson South Asia said; “The Doors of India campaign is an example of taking a strong concept and amplifying it across media – from on-ground to online. From activation and traditional media through to digital. I am very happy that two of the Thompson group companies’ J Walter Thompson and Hungama Digital Services are collaborating on this project to implement a challenging but exciting, 30,000 Kms Pravesh Doors journey through India.”
Concept & Project Head: Surojit Sen (AVP & CSD – Digital, JWT)
Campaign Head: Carlton D’silva (CEO & CCO – Hungama Digital Services)
On-ground Lead: Deven Sagar (Hungama Digital Services)
Account Management (JWT): Tania Sinha (AVP & CSD)
Account Management (HDS): Surya Narayanan, Charu Sharma, Arup Dutta, Ebrahim Mandviwala
Creative Team (JWT): Partha Choudhary, Tandra Chakraborty, Suvrajit Kundu, Shubhrakanti Mandal, Sayasi Ghosh
Creative Team (HDS): Manesh Swamy, Paresh Jodhawat, Suraj Talaulikar, Ninad Shelar, Bharat Chauhan
Video and Sound (HDS): Sanjoy Biswas, Amit Nair, Hareendranath Mohan
Production House: Grey Scale Productions
Copy (HDS): Anamika George, Nerissa Moraes
Media (HDS): Jyotsana Pandey, Abhishek Roy
Social Media (HDS): Dipshika Ravi, Shreyas Deshmukh
Digital Team (JWT): Soham Sengupta, Sulakshana Goswami
Technology Team (HDS): Mandar Kamat, Tejashree Lad, Nitin Kalel, Tarun Sisodia, Nikhil Khandelwal, Santosh Mandavkar, Siddhesh Abhale, Prachit Bhandari
Analytics (HDS): Meghana Kelkar, Naman Ahluwalia, Rudolph Pereira
Following are some of the video links:
Main Launch Concept: https://www.youtube.com/watch?v=WJ2oz5yet0A
Doorway to Heaven at Tiruchirapalli: https://www.youtube.com/watch?v=HGyoDbOQEKU
Door of Diversities at Patna Museum: https://www.youtube.com/watch?v=b9rDr1DSKwE
About J. Walter Thompson India:
J. Walter Thompson India, the leading integrated communications company, specializing in Advertising, Digital, Activation, Public Relations, Direct Marketing, Design, Social and Rural Communications. It operates through offices in six cities and partners India’s best and most admired blue chip clients including Aditya Birla Group, Airtel, Diageo, Exide, Ford, Godrej, GSK Consumer Healthcare, Hindustan Unilever, Hero Moto Corp, ITC, Kellogg’s, Nestle, Nokia, PepsiCo, UB and among others.
J. Walter Thompson India has won accolades across national and international award shows, making it the most awarded agency at Goafest, Cannes, Clio and Spikes Asia in the past.
Tata Steel’s history of offering innovative product solutions at affordable prices now has a new chapter with the introduction of ‘Pravesh Doors’ – steel doors with the elegance of wood. This latest addition to the Company’s brand portfolio is yet another endeavour to provide value-added steel solutions to individual house builders in semi-urban and rural markets.
Combining the strength of steel and the beauty of wood, Pravesh Doors offer complete peace of mind to its users in terms of price, quality, durability and security. The doors are manufactured from high grade steel using state-of-the-art technology to ensure supreme resistance to fire and other hazards commonly experienced in the case of wooden doors. Factory-engineered to perfection, every product is uniform in quality and finish; the texture resembles that of real wood. Easy and quick installation process further adds to the popularity of Pravesh Doors. It offers complete happiness to consumers.