Social Experiment Takes Unique Approach to Demonstrate Importance of the Environment

A new campaign created for Tata Pravesh by J. Walter Thompson Kolkata takes an interesting approach to emphasizing the importance of being good stewards of the environment to ensure we preserve it for the generations to follow.

The 3-minute spot, dubbed #DoorwayToGreen, is a social experiment with adults and children using crayons to draw pictures while offering a perspective as to how two generations see our one and only earth.

The two groups of people that represent two generations were asked to draw a simple picture on a given subject. But there was a caveat: Group of adults, who drew first, had to select three colors out of a set of six to color their pictures. They were told that the three colors they did not use will go to the second group who had to draw a picture on the same subject.


The end result brings home the realization of the importance of saving the environment for those that follow us.

“Proving a fact is always better than just stating it. And that’s why on World Environment Day we chose to deliver a strong message through a social experiment rather than any regular format,” said Arjun Mukherjee, VP & ECD, J Walter Thompson, Kolkata. “And the end result opened eyes, minds and hearts and clearly outlined the responsibility of adults towards the environment, our future generation and the world as a whole.”


“We wanted to deliver an impactful message using an innovative format of storytelling!,” said Peeyush Gupta, VP – Steel Marketing & Sales, Tata Steel. “Pravesh doors is a household product that aids in conservation of the environment and therefore this film involved regular people who are one of us. We thought if we can touch your heart, you will hopefully want to experience Pravesh doors.”


Managing Partner: Vijay Jacob
Chief Creative Officer: Senthil Kumar
VP & ECD: Arjun Mukherjee
Senior Creative Director: Partha Chowdhury
Creative Director: Tandra Chakravarty
Copywriters: Samarpita Das, Moeinuk Sengupta, Sayasi Ghosh
SVP & Managing Partner: Vijay Jacob Parakkal
AVP & CSD: Tania Sinha
AVP & CSD – Digital: Surojit Sen
Client Servicing: Kusumanjan Banerjee, Soumyajit Banerjee, Somali Bhowal
Account Director – Digital: Soham Sengupta
Production House: F.O.R Films Pvt. Ltd.
Director: Aditya Vikram Sengupta
D.O.P: Satyajit Pande
Editor: Subhajit Singha
Executive Producer: Subham Bhattacharya
Production Design: Aditya Vikram Sengupta
Music: Subhagata Singha
Sound Design & Mixing: Hindole Chakraborty, Shreejit Gupta
Colourist: Debojyoti Ghosh
2nd D.O.P: Mayank Khurana
Assistant Director: Nilanjan Chakraborty
Location Sound Recording: Diksha mishra
Production Manager: T.K Sengupta
Production Assistant: Shayak Roy
Art Assistant: Shalini Mitra
Focus Pullers: K. Banu Chandar, Gittimukula Krishnachary
Production Executive: Abhijit Mitra
Post-production Studio: Edit Fx Studio


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