Tata Pravesh launched a fun new TV spot promoting the strength and durability of their doors. The campaign which was conceptualized by Wunderman Thompson South Asia is anchored by the TV spot and supported by print, OOH, POS, and digital.
Featuring Gajraj Rao of Badhaai Ho fame, the ad features a conniving salesman trying to pass off lower quality wooden doors to an unsuspecting customer. Tat Pravesh’s offers an alternative.
“When buying a door or window for their house, consumers in India mostly consider wood,” said P. Anand, Chief – Services & Solutions, Tata Steel Ltd. “Therefore, to establish a new category of steel doors & windows, the problems with wood needed to be brought to the forefront. The new Tata Pravesh film – ‘Akela Hi Kaafi Hai’ with Gajraj Rao as the brand endorser, attempts to put Tata Pravesh in the consideration set of consumers by offering a one-stop solution against the drawbacks of wood.”
It’s a funny lighthearted spot aimed at positioning Tata Pravesh as an industry leader.
“Being a new brand in a nascent category, it was imperative to establish the category benefits vis-à-vis wooden doors,” said Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, Kolkata. “The film clearly establishes the superiority of Tata Pravesh doors over wooden doors in an entertainingly quirky manner.”
Client: Tata Pravesh – a brand of Tata Steel
Agency: Wunderman Thompson
Vijay Jacob Parakkal, Sr. VP & Managing Partner
Senthil Kumar, Chief Creative Officer
Arjun Mukherjee, ECD & VP
Anurag Acharya, Creative Director
Partha Chowdhury, Sr. Creative Director
Ananyo Banerjee, Creative Director
Tandra Chakravarty, Creative Director
Kaushik Roy, Creative Supervisor
Nilanjan Sarkar, Client Services Director
Production house: Small Fry Productions
Executive Producer: Ryan Suares
Producer: Mahen Solanki & Rohit Rathor
Director: Alok Kulkarni
Cinematography: Sylvester Fonseca
Music: Gaurav Chatterjee
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