Tata Tiscon salutes builders of modern India in a social experiment this Independence Day

Conceptualised by J Walter Thompson, through a social experiment, Tata Tiscon pays homage to the real nation builders of modern India and re-introduce the great visionaries to people

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Tata Tiscon salutes builders of modern India in a social experiment this Independence Day

Click on the image to watch the TVC.

We all remember freedom fighters who gave their lives to bring us the freedom we now enjoy. After freedom, the vision and foundation laid by a few Indians ensured our country transformed from a third world poverty-stricken country to an Asian superpower. But do we remember these builders of modern India?

With this insight, Tata Tiscon, the rebar brand, decided to pay homage to the real builders of the nation. An exhibition of portraits of nation-builders was organised where people were asked to recognise them. Though a handful could recognise at best one among the six portraits, most of the participants couldn’t identify anyone. The experiment threw light upon the fact that though some of us at best remember their names, most of us can’t really identify their faces nor remember their contribution to the nation.

Sanjay S Sahni

Commenting on the new campaign, Sanjay S Sahni, Chief of Marketing & Sales (Branded Products & Retail), Tata Steel, said, “From individual homes to infrastructure projects, Tata Tiscon is the pioneering brand that played a significant role in building the skyline of modern India. Hence, we decided to pay homage to the real nation builders who played a crucial role in building the India we live in.”

Arjun Mukherjee

“It’s been 71 years since we gained independence. The idea was to re-introduce to the people at large the existence of great visionaries who built this nation from ground up. Their contribution has faded from public memory over time and through a little social experiment we decided to put the focus back on them. It’s great to eulogise freedom fighters but without these builders of modern India, it would have been a different nation,” added Arjun Mukherjee, VP and ECD, J Walter Thompson Kolkata.

Presented by Tata Tiscon, conceptualised by J Walter Thompson Kolkata and directed by Aditya Vikram Sengupta, Builders of Modern Indian has been released online on the occasion of Independence Day. It’s an effort to bring back focus on the Builders of Modern India which they so rightfully deserve.

The Film:


Client: Tata Tiscon

Agency: J Walter Thompson

Managing Partner, Kolkata: Vijay Jacob

Chief Creative Officer: Senthil Kumar

VP & ECD: Arjun Mukherjee

Creative Director: Moeinuk Sengupta

Art Director: Sourish Mitra

VP & EBD: Ayan Chakraborty

Client Servicing: Sreeparna Gupta

Director: Aditya Vikram Sengupta

DOP: Ravi Kiran Ayyagari

2nd DOP: Shaz Mohammed

Production Designer: Jonaki Bhattacharya

Paintings and Brochure Design: Sourish Mitra

Associate Director and Post Coordinator: Rohini Ghosh

Sound: Diksha Mishra

Edit: Subhajit Singha

Music: Subhagata Singha

Sound Designer: Hindole Chakraborty

Colourist: Debojyoti Ghosh

Accounts: T K Sengupta (F O R Films)

Moderator: Arush Sengupta

Production House: F O R Films Pvt. Ltd

Post Production: Editfx Studios

Location Courtesy: Harrington Street Art Centre

Tata Tiscon builders of modern India Independence Day J Walter Thompson