Tata Pravesh gives a strong message: Save trees and leave some green behind for gen next

On World Environment Day, the household brand released #DoorwayToGreen online. Conceptualised by J Walter Thompson, it was an effort to help people become responsible citizens and pledge to leave behind a better world for the generations to come

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Tata Pravesh gives a strong message: Save trees and leave some green behind for gen next

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Our planet is headed towards destruction through the choices we make every day. We don’t even have time to think or realise that the impact we make on the planet with our irresponsible choices is making it the toughest place for our future generations to survive. So, Tata Pravesh decided to prove this fact and sensitise all with an eye-opening social experiment.

Two groups of people that represent two generations were invited to participate. They were asked to draw a simple picture on a given subject. But there was another task at hand. They had to select three colours out of a set of six to colour their pictures. They were told that the three colours they did not use will go to the second group who had to draw a picture on the same subject. After both groups were done, the drawings were compared. The results aroused a sense of guilt and remorse, bringing home a significant realisation.

Conceptualised by J Walter Thompson, Kolkata and directed by Aditya Vikram Sengupta, #DoorwayToGreen has been released online on the occasion of World Environment Day in an effort to help people become responsible citizens and pledge to leave behind a better world for the generations to come.

Talking about the film and the format, Arjun Mukherjee, VP & ECD, J Walter Thompson, Kolkata, said, “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. 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.”

Peeyush Gupta, VP, Steel Marketing & Sales, Tata Steel, said, “We wanted to deliver an impactful message using an innovative format of storytelling! Pravesh doors is a household product that aids in conservation of 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.”

Tata Pravesh is a modern-day household brand that makes steel doors with wood finish and windows, challenging the age-old concept of wooden doors that requires cutting down of trees aplenty. Coming from Tata Steel, Pravesh Doors & Windows leave behind minimal carbon footprints. For a brand with a planet-friendly outlook, World Environment Day provided the perfect platform to project such an important message for the world.

The Film:

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Client: Tata Steel Pravesh

Agency: JWT Kolkata

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

World Environment Day Tata Pravesh #DoorwayToGreen