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, conceptualized by Wunderman Thompson Kolkata – is purposefully set to a neutral corporate backdrop. 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.

Lit up and shot beautifully 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 cognizance of our biases, so we can work towards eliminating them.

Over the years, Tata Steel has been known for its spirit of pioneering, one that goes beyond just products and solutions. The Company’s history of many ‘firsts’ in human resources within the manufacturing sector includes 8-hour workdays, maternity leave, gratuity upon retirement, and a 5-day work week, amongst others.

To bring an exclusive focus on Diversity and Inclusion, Tata Steel launched MOSAIC in the year 2015. MOSAIC defines the path the Company has taken to build a people culture that both celebrates and encourages diversity and inclusion. It has a five-pillar approach that covers recruitment, sensitization, retention & development, infrastructure & celebration. The focus areas for MOSAIC are gender, persons with disability, affirmative action, and LGBTQIA+. Tata Steel has set a target of creating a 25% diverse workforce by 2025.

At its Noamundi iron mine, a 22-member all-woman team is already engaged in drilling, dumper and shovel operations across shifts. As an equal opportunity employer, Tata Steel respects individuals’ uniqueness and puts its best foot forward to shape the workspaces of tomorrow.

Having broken the glass ceiling time and again, Tata Steel has onboarded 97 transgender persons in various roles to date. Such initiatives further reinforce Tata Steel’s belief in strengthening the organization by embracing a variety of identities, thoughts, and perspectives. In 2019, Tata Steel also introduced a policy for LGBTQIA+ employees, urging them to enlist their partners with the Company to enable them to avail all HR benefits.

Following in the footsteps of Tata Steel, Tata Pravesh – a brand of steel doors and windows – has too endeavored to open the doors of the mind through its thought-provoking films for World Environment Day, Mother’s Day, Father’s Day, Independence Day, World AIDS Day and most recently, Women’s Day. Through these films, the brand attempts to change how we view 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 being showcased to the world through a film. This initiative has been lauded not just because it is innovative. Still, it is also a progressive way for such employees to enter mainstream society, be embraced by all around them, and be made to feel a part of the more prominent corporate family.

Credits
Client: Tata Pravesh – A brand of Tata Steel
Campaign: Curating an inclusive workplace
Agency: Wunderman Thompson Kolkata

Ariel: When we #SeeEqual, we #ShareTheLoad

Why is it easier for men to divide household responsibilities with each other but not with their wives? 83% of women feel that men don’t see women as equal when it comes to housework. Continuing the conversation on equality within households, Ariel launches the 5th edition of #ShareTheLoad to urge men to drop their biases. Because when we #SeeEqual, we #ShareTheLoad

Levi’s: Because of You, #IShapeMyWorld

When one woman shapes her world, she paves the way for other women to shape their own fearlessly. For Mandira Bedi, Hima Das, Tanya Appachu and Dr Kriti Bharti, their worlds have been shaped by women who paved a path for them. Today they can say – Because of You, #IShapeMyWorld.

Vivo: This #WomensDay let’s celebrate the #JoyOfEquality

A woman. Her many roles as a mother, sister, wife, daughter face discrimination of various kinds throughout her life are known to us. Society’s invisible lens of inequality moulds her to pose as the perception of what a perfect woman is in its eyes.

Tata Pravesh: Soch Badlo

The campaign theme for International Women’s Day [IWD] 2022 – #BreakTheBias – encourages us to imagine a gender-equal world, free of bias, stereotypes and discrimination. A world that is diverse, equitable and inclusive.

Prega News: She Can Carry Both

Being a mom is extremely rewarding, but does that ever take a toll on your ambitions and dreams? This Women’s Day with Prega News, it’s time to break free from the nay-sayers of society and bring in confidence to women that #SheCanCarryBoth!

Google: #SearchForChange – Google India

Sometimes just one voice, brave enough to speak up and find the answers can create a wave of change. Presenting Manjha – an ode to those who #SearchForChange ❤️ @TheRajaKumari @swanandkirkire @thehappydance @joyeetad17 pic.twitter.com/cx1z7h5iVm

— Google India (@GoogleIndia) March 7, 2022

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Tags: Wunderman Thompson, Vivo Joy Of Equality, Women’s Day 2022, creative campaigns, Gender Bias Ads, Gender Equality Ads, Levi’s I Shape My World, Google Search For Change, Brand campaigns, #IWD2022, International Women’s Day

The new film for digital media is a great companion piece for the previous film and acts as the perfect closure to round things off. The film uses #DoorsOfIndia to transition from the negative to the positive – from the lockdown to the opening up.

The film was made with Instagram and twitter posts by hundreds of Indians with the Tata Pravesh hashtag #DoorsOfIndia. These shots were combined with hundreds of images from various image banks. The soundscape of the film captures the intense emotion of a fresh start, brimming with hope and optimism. The montage is choreographed to a soundtrack that has been created using live sounds of doors being opened along with ambient street noises, A vocal track kicks off as soon as the doors start opening, upping the quirky quotient, adding momentum to the sound design. The film brings alive the hope with which India steps outside, armed with courage, confidence and caution. It signs off with #OpenHope, India opening its doors being a metaphor for unlocking hope.

Credits:
Client: Tata Pravesh – Tata Steel
Agency: Wunderman Thompson
Project Head: Vijay Jacob Parakkal, Sr. VP & Managing Partner

Creative Team:
Senthil Kumar, Chief Creative Officer
Arjun Mukherjee, ECD & VP

Account Management:
Nilanjan Sarkar, Client Services Director

Production House: Little Lamb Films, Mumbai
Executive Producer: Monalisa Mukherji
Producer: Avishek Ghosh
Director: Nobin Dutt
Editor: Priyank Premkumar
Music: Subhajit Mukherjee
Sound Engineer: Farhad K. DadyBurjor
Associate Producer: Sushant Tambe

Tags:
Short Film, India, Lockdown, Digital Film, COVID-19