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 couldnât identify anyone. The experiment threw light upon the fact that though some of us at best remember their names, most of us canât really identify their faces nor remember their contribution to the nation.
Commenting on the new campaign, Sanjay S Sahni, Chief of Marketing & Sales (Branded Products & Retail), Tata Steel, said, âFrom 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.â
âItâs 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. Itâs great to eulogise freedom fighters but without these builders of modern India, it would have been a different nation,â 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. Itâs an effort to bring back focus on the Builders of Modern India which they so rightfully deserve.
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