Tata Pravesh Addresses Gender Biases in New Campaign Film via Wunderman Thompson

Tata Pravesh – a brand of steel doors & windows from Tata Steel – has always endeavored 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 even Election Day. The brand’s Women’s Day film, done with Wunderman Thompson, is the latest in a line of creative work that attempts to change the way people look at the world.

The campaign theme for International Women’s Day [IWD] 2022 – #BreakTheBias – encourages us to imagine a gender equal world, free of bias, stereotypes and discrimination. A world that is diverse, equitable and inclusive. This clearly resonates with the DEI agenda of Tata Steel, the parent company and the progressive mindset of Tata Pravesh.

Taking a leaf out of the Mahatma Gandhi playbook, the campaign film encourages viewers to ‘be the change we want to see’. In a world where appearances are everything and gender stereotypes are as old as mankind itself, the film asks us to change the way we think in order to bring about a permanent change in society.

 
 

“Bias exists in all of us in some form or the other. It is sometimes deliberate but often unconscious,” said rjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata.

“This film attempts to make individuals sit up and acknowledge a specific bias that is there in our subconscious. Only when we realize we are biased can we take the next step of eradicating it from our minds.”

 
 

Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, Kolkata, added, “Gender stereotypes have been there in our subconscious for decades. It is time to #BreakTheBias and encourage people to commit to helping forge an inclusive world. We have partnered with Tata Pravesh several times in the past to deliver messages that are socially relevant. We are proud to partner with them again on this extremely relevant film.”

The Staff

The Staff

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