Tata Steel has come up with its new product line, Pravesh steel doors with wooden finish and rolled out a digital campaign, #DoorsOfIndia, for its promotion.
The campaign has been conceptualised and created by JWT Kolkata and Hungama Digital services. Based on the insight âEvery Door Has A Storyâ, the campaign is a real-time discovery of stories and untold facts of some of the most prominent doors around India.
#DoorsOfIndia is based on a journey around different cultures, states curating the stories of prominent doors. The campaign comprises six explorers who will embark on the journey covering six different regions of India curating doors of various kinds -- ornamental, historical, interesting and more. The curated door stories will be published on the âwww.doorsofindia.comâ and also across social media platforms such as Facebook, Twitter, Instagram and YouTube.
Speaking about the initiative, Peeyush Gupta, Vice-President, Steel (Marketing & Sales), 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."Â
Speaking about the campaign, Tarun Rai, CEO, J Walter Thompson South Asia, added, âThe Doors of India campaign is an example of taking a strong concept and amplifying it across media â from on-ground to online. From activation and traditional media to digital, I am very happy that two of the Thompson group companiesâ J Walter Thompson and Hungama Digital Services are collaborating on this project to implement a challenging but exciting, 30,000 km Pravesh Doors journey through India.â
This digital campaign is being supported across print, OOH and BTL activations as well.
Doorway to Heaven at Tiruchirapalli:
Door of Diversities at Patna Museum:
Concept & Project Head: Surojit Sen (AVP & CSD, Digital, JWT)
Campaign Head: Carlton Dâsilva (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, Ebrahim Mandviwala
Creative Team (JWT): Partha Choudhary, Tandra Chakraborty, Suvrajit Kundu, Shubhrakanti Mandal, Sayasi Ghosh
Creative Team (HDS): Manesh Swamy, Paresh Jodhawat, Suraj Talulikar, Ninad Shelar
Digital Team (JWT): Soham Sengupta, Sulakshana Goswami