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Wunderman Thompson Kolkata’s film for Tata Pravesh showcases the inclusive culture at Tata Steel

Through these films, the brand attempts to change the way we look at the world around us

Click on the image to watch the TVC

Humility has always been deeply ingrained in the fabric of Tata Steel’s history. Hence, instead of highlighting how progressive Tata Steel is as a company, the film – Raahi, conceptualised by Wunderman Thompson Kolkata – is purposefully set to a neutral corporate backdrop.

Following in the footsteps of Tata Steel, Tata Pravesh - a brand of steel doors and windows - has endeavoured to open the doors of the mind through its thought-provoking films.

Through these films, the brand attempts to change the way we look at the world around us. Tata Pravesh also felt that the inclusion of LGBTQIA+ persons within the workforce at Tata Steel would be revolutionary and merits to be showcased to the world through a film.

This initiative has been lauded not just because it is innovative, but it is also a progressive way for such employees to enter mainstream society, be embraced by all around them and made to feel a part of the larger corporate family.

It tells the story of an LGBTQIA+ individual, shunned by society but who is accepted by colleagues. The film signs off with the strong social message, ‘Acceptance can open doors’, encouraging us to open our minds - ‘#KholoMannKeDwaar’ - allowing the winds of change to air out our prejudices.

Shot by Happy Rabbit Films, the film encourages us to inculcate a sense of belonging in the workplace and make our LGBTQIA+ colleagues feel accepted, making them proud of us. It makes us stop for a moment and take cognisance of our biases, so we can work towards eliminating them.

Jaya Singh Panda, Chief Diversity Officer, Tata Steel, said, “As a company, our objective has always been to drive diversity and build a benchmark workplace. The inclusion of LGBTQIA+ people in the Tata Steel workforce is a step in that direction. The film urges us to accept everyone and create an inclusive workplace where equal opportunity is provided to all.” 

Animesh Roy, Chief Services and Solutions - Tata Pravesh, Tata Steel, said, “Tata Pravesh has always stimulated people, making them think about issues that impact society. The film is the latest addition to a series of communications from the brand over the years which attempt to open the doors of our mind. It prompts us to ensure our LGBTQIA+ co-workers feel that we care, urging us to be empathetic and supportive.”

Arjun Mukherjee, VP and Senior ECD, Wunderman Thompson, Kolkata, said, “We need to be sensitive towards our LGBTQIA+ co-workers and make them feel welcome at the workplace. This film encourages us to make them feel at home as our colleagues. It teaches us to build relationships based on love and respect, regardless of gender, so that no one ever walks alone.”

Vijay Jacob Parakkal, Senior VP and Managing Partner, Wunderman Thompson, Kolkata, said, “Tata Steel is widely recognised for its trailblazing HR initiatives and Tata Pravesh for its thought-provoking films. This extremely relevant and topical film will encourage us to embrace LGBTQIA+ people, making them feel accepted and included in the workplaces of tomorrow.”

Credits:

Client: Tata Pravesh - a brand of Tata Steel

Agency: Wunderman Thompson Kolkata

Project Head: Vijay Jacob Parakkal, Sr. VP & Managing Partner

Creative Team:

Arjun Mukherjee: VP and Sr ECD

Anurag Acharya: Creative Director II

Kaushik Roy: Creative Director I

Partha Chowdhury: Sr. Creative Director

Nuzhath Enayath: Sr. Copywriter

Bidisha Chandra: Jr. Art Director

Account Management:

Nilanjan Sarkar: Client Services Director

Production house: Habby Rabbit Films

Director: Dibyendu Bose

Editor: Arghyakamal Mitra

Music director: Hanif Shaikh

VO: Richa Nigam

Info@BestMediaInfo.com

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