According to a new campaign from Tata Steel the company has been known over the years for its “spirit of pioneering, one that goes beyond just products and solutions.” That includes the company’s history of many ‘firsts’ in human resources within the manufacturing sector including 8-hour workdays, maternity leave, gratuity upon retirement, and a 5-day work week amongst others.
In order to bring an exclusive focus on Diversity and Inclusion, Tata Steel launched MOSAIC in 2015. MOSAIC defines the path the company has taken to build a people culture that both celebrates and encourages diversity and inclusion. It has a five-pillar approach that covers recruitment, sensitisation, retention & development, infrastructure & celebration. The focus areas for MOSAIC are gender, persons with disability, affirmative action, and LGBTQIA+. Tata Steel has set a target of creating a 25% diverse workforce by 2025.
Tata Steel has appointed 97 transgender persons in various roles to date. Such initiatives further reinforce Tata Steel’s belief in strengthening the organization by embracing a variety of identities, thoughts, and perspectives, the brand said. In 2019, Tata Steel also introduced a policy for LGBTQIA+ employees, urging them to enlist their partners with the company, so as to enable them to avail all HR benefits.
Following in the footsteps of Tata Steel, Tata Pravesh – a brand of steel doors and windows – has too, endeavoured to open the doors of the mind through its thought-provoking films for World Environment Day, Mother’s Day, Father’s Day, Independence Day, World AIDS Day and most recently, Women’s Day.
Shot by Happy Rabbit Films, the film “encourages us to inculcate a sense of belonging in the workplace and make our LGBTQIA+ colleagues feel accepted, making them proud of us. It makes us stop for a moment and take cognizance of our biases, so we can work towards eliminating them,” the brand said in a release.
Commenting on the creative concept of the film, Arjun Mukherjee, VP & Senior ECD, 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.”
Credits
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, VP & Sr. ECD
Anurag Acharya, Creative Director II
Kaushik Roy, Creative Director I
Partha Chowdhury, Sr. Creative Director
Nuzhath Enayath, Sr. Copywriter
Bidisha Chandra, Jr. Art Director
Account Management:
Nilanjan Sarkar, Client Services Director
Production house: Habby Rabbit Films
Director: Dibyendu Bose
Editor: Arghyakamal Mitra
Music director: Hanif Shaikh
