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.
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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