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

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Royal Enfield Himalayan: Home

Going the distance is not about how far away will you get, But from what length you are willing to return.

Tata: Grand Theft Tiago

Maruti Suzuki – People Technology

Everything they do at #MarutiSuzuki is centered around one common factor – you. They are inspired by real people, and they are driven to make relevant solutions that truly make a difference in their lives. That’s why they say they don’t just make cars, they design #PeopleTechnology.

 

Tata Harrier: #LanguageOfHumanity

Salute the power of #LanguageOfHumanity, which is truly #AboveAll.

 

The Land of Land Rovers

Journey to Maneybhanjang, ‘the place where all roads meet’ deep in the Himalayas, and discover why this remote village in the sky is known as the Land of Land Rovers.

 
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Automotive Marketing Campaigns, Best Automobile Campaigns, Automotive Ad Campaigns

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ODN

In late 2015, ODN started its digital transformation journey for brands with extensive top management experience in online marketing, e-commerce, and retail. ODN provides solutions that range from photo-shoots to listing to marketing graphics to managing social media – everything that can be seen on opening an e-commerce website or social handles. The ‘all-in-one’ content creation expertise provided by the company is currently used by hundreds of marketplaces and brands worldwide to build millions of pro-quality articles content. ODN has helped companies build tech tools to disseminate product information accurately and effectively across their offices in various countries and marketplaces thereof. Additionally, ODN uses automation and work-flow tech solutions to provide transparency and speed for content deliveries.
ODN helps its customers by focusing on speed, a pro-active customer-centric approach, and removing all the technical hassles involved in content delivery.

Shutter Cast

Shutter Cast started around four years ago as a side project when Amol could not find any reliable website developers for his work. Since then, the team has been working tirelessly to bring the latest technology to startups and offering a gamut of services for their operations. Shutter Cast started with website development but has expanded into a one-stop solution for all startups in the industry. They want to be recognized as the best and most transparent digital marketing agency in the industry. The startup boasts a prestigious clientele in the market, which are the oldest ones and have helped SC scale since its inception- Nish Hair, Gifting Best Wishes, Fkitchens, Infini AI, etc. Shutter Cast employs 20+ people and generates revenues of USD 150K. All the technology used by Shutter Cast has been developed internally. The firm has the edge over others because of its transparency in operations, right from planning to execution to every transaction. For instance, competitors often ask businesses to pay as much as 80K to open an Amazon Web Services account when such an account can be acquired for free.

BC Web Wise

It is a full-service digital marketing platform that solves business problems for brands since 2000, headquartered in Mumbai. The company is renowned for its strategic brand services, world-class creative work, and in-depth consumer research. They devise strategies to bring brands closer to consumers on digital, tell stories that captivate the millennial mindset, and acquire the sharpest combination of digital media assets to meet campaign objectives.
The company has worked with more than 400 happy clients like Hero, Mahindra, Sunsilk, Unicef, Park Avenue, Parle, Sony Entertainment, TATA, Godrej, Maruti Suzuki, etc. and worked on around 7500 projects to date.

ET Medialabs

It is a leading Digital Marketing & Analytics Company in India specializing in delivering business growth using Digital Marketing, Data & AI. It is both a Google premier partner & FB Marketing, partner. The leadership at ET Medialabs consists of seasoned professionals from the IITs and IIMs with ten plus years of experience. They have a unique set of skills knit together by a client-focused approach and sharpened by years of experience in the industry. Over the years, ET Medialabs has worked with popular internet brands, including CRED, Grofers, Licious, The Urban Company, Forest Essentials, Good Earth, and Lenskart, to ensure a more extensive reach through digital advertising.

Digital Jalebi

Founded in 2012, Digital Jalebi is an experiential design studio delivering interactive experiences. It helps its clients establish channels of communication with their audience on a more emotional level. Digital Jalebi aims to transform spaces into more communicable and enjoyable opportunities with a focus on interactive spatial installations. Digital Jalebi is a fusion of new media design and technology and draws heavily from digital art, visual communication, architecture, and programming. The company has worked with some of the renowned clientele: International Cricket Council, Google, DS Group, TATA Trusts, HAL, TATA Motors, Toyota, MI, Dr. Reddy’s, Glenmorangie, Pepsi, Bill Melinda Gates Foundation, National Geographic, DRDO, Asian Paints, Bosch, etc.

Tata Vale Homes was offering consumers 2BHKs by paying just Rs. 6.9 Lakhs, and they could pay the remaining amount when they move in or after 2 years (whichever is earlier). Apart from the exceptional pricing, what made this proposition so unique was that prospective buyers could ‘book’ a home online at just Rs. 30,000 during the offer period, 12th – 14th July.

While the offer was lucrative in itself, it needed strong insight to become a nation-wide phenomenon. Digital L&K | Saatchi & Saatchi peeked into the consumer’s pain points and zeroed in on the one question they had on their minds – “When will it be my time to own a home?”

They created a series of teaser videos that illustrated this problem. These slice of life moments reflected the angst of every Indian home-buyer and acted as the perfect trigger for Tata Value Homes’ proposition, and ended by comforting them that it was now finally their #TimeToOwn.

Ab India ka time aayega!

Ab Chennai ka time aayega!

Commenting on this digital campaign, Anil K Nair, CEO & Managing Partner, Digital Law & Kenneth | Saatchi & Saatchi, said, “These questions aren’t just made up for a campaign. At some point or the other, you and I end up pondering on this inevitable question. Emerging from real life examples, like every Tata Value Homes campaign, even this one is driven by customers. And the numbers back it.”

The offer was revealed on 4th July with the message “Ab sab ka time aayega.” Customers could register to get a token numbers for booking a home. The reveal phase received an overwhelming response; with more than 15000 customer registrations in just 4 days.

During the buying phase, Tata Value Homes empowered the country and instilled a strong sense of pride and confidence through their key message: “Aapka apna ghar, aaj se, abhi se”, making it one of their most successful campaigns ever.

Further commenting on the campaign, Charles Victor, National Creative Director, Digital Law & Kenneth | Saatchi & Saatchi, said, “Sometimes advertising just needs to be real and address a sore point in consumers’ lives. All we really needed to tell them was that we understand what they’re going through and we have something that’s going to take care of this growing worry.”

Speaking about the digital film, Pawan Sarda, Marketing Head, Tata Value Homes said, “The team has always gone back to its customers and created value propositions which drive demand. Digital has been our source to not only recruit NRIs and Tier 2 among others but also to sell homes online. With the company’s endeavour to empower every Indian to own a home, Tata Value Homes along with Digital Law & Kenneth | Saatchi & Saatchi and media agency FCB Ulka ideated and conceptualized a PAN India campaign ‘National Home Owning Day’ an unparalled offering that will fulfil one of the most revered dreams of many Indians to own their home. We would love to continue and create many such value driven campaigns in future with Digital Law & Kenneth | Saatchi & Saatchi.”