With little awareness of doors made from material other than wood (apart from MDF, HDPE or PVC which are used for internal doors and for doors of bathrooms and kitchens), consumers are sceptical about steel doors and harbour doubts about how they will look, how expensive they will be and whether they will rust.
A brand of Tata Steel, Tata Pravesh’s objective is to drive brand awareness and subsequently, brand consideration about a new category of steel doors and windows. It aims to convince consumers to opt for steel wall opening solutions that have unmatched strength, are fire and termite-resistant, weather-proof and maintenance-free. Tata Pravesh has the best of both — the strength of steel and the elegance of wood. The challenge was to shake the consumer out of his or her inertia and make him or her sit up and listen.
With Gajraj Rao of Badhaai Ho fame, Wunderman Thompson South Asia has conceptualised a 360-degree campaign anchored by TV, supported by print, OOH, POS and digital. The film #AkelaHiKaafiHai is the story of an unsuspecting consumer and a cunning salesman. The naïve consumer — played by Rao — looking for a door, enters a multi-brand building material outlet. The salesman at the store immediately recognises the naivete written large across Rao’s face and thinks he can take him for a ride. Determined to make the most of this wonderful opportunity, he summons all his powers of persuasion to sell him an ‘A1 lakdi ka darwaza’.
The stunning range of Tata Pravesh doors and windows are chockfull of attributes. In other words, Akela Hi Kaafi Hai because of the perfect combination of strength, style, security and service.
P. Anand, Chief, Services and Solutions, Tata Steel Ltd., said, “When buying a door or window for their house, consumers in India mostly consider wood. Therefore, to establish a new category of steel doors and 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.”
Senthil Kumar, Chief Creative Officer, Wunderman Thompson India, said, “Wooden doors continue to be coveted in spite of their obvious drawbacks. The film aims to break the mindset of potential Tata Pravesh consumers for whom doors = wooden doors, trying to get them to question if wood is good enough. The objective is to pique their interest enough for them to enquire about Tata Pravesh steel doors with strength of steel and elegance of wood and eventually show wood the door.”
Commenting on the creative concept, Arjun Mukherjee, ECD and VP, Wunderman Thompson, Kolkata, said, “The setting of the film and the characters had to be such that they would resonate with consumers in tier 2 and tier 3 towns — the target audience for the brand. Driven by excellent performances from Gajraj Rao and Saanand Verma, the film emphatically makes the point that when you are opting for a wooden door you are making a big mistake that you’ll live to regret.”
Vijay Jacob Parakkal, Senior VP and Managing Partner, Wunderman Thompson, Kolkata, said, “Being a new brand in a nascent category, it was imperative to establish the category benefits vis-à-vis wooden doors. 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
Chief Creative Officer: Senthil Kumar
ECD & VP: Arjun Mukherjee
Creative Director: Anurag Acharya
Sr. Creative Director: Partha Chowdhury
Creative Director: Ananyo Banerjee
Creative Director: Tandra Chakravarty
Creative Supervisor: Kaushik Roy
Client Services Director: Nilanjan Sarkar
Production house: Small Fry Productions
Executive Producer: Ryan Suares
Producer: Mahen Solanki & Rohit Rathor
Director: Alok Kulkarni
Cinematography: Sylvester Fonseca
Music: Gaurav Chatterjee