To further reinforce the importance of staying indoors during the national lockdown, Tata Pravesh, a brand of steel doors from Tata Steel, a company whose history is intimately intertwined with that of India, has come out with a racy and spiffy campaign, of course without stepping out even once.
Wunderman Thompson, which designed then campaign, fell back on crowdsourcing to put together a digital solution. The agency scoured hundreds of posts by Indians on Instagram and Twitter posts by hundreds of Indians with the hashtag #DoorsOfIndia. These shots were then blended with footage of closed doors sourced from the Wunderman Thompson team across six Indian cities.
The film begins with shots of doors closing, followed by a montage of closed doors from across the country. The fast-paced montage is choreographed to a ‘homemade’ soundscape that is proof of how ‘Work From Home’ can give birth to truly ingenious solutions.
An Indian classical background track was created not by using traditional Indian percussion, but by using real sounds of doors being shut and sounds of latches, hinges, stoppers, and locks along with ambient street noises and snatches of conversations. These sounds were sourced from across the country using #DoorsOfIndia.
Talking about the film, P. Anand, Chief, Services & Solutions Business, Tata Steel Ltd. said, “Tata Pravesh has always endeavoured to open minds through evocative socially connected films. This relevantly timed film reminds people to stay behind closed doors, that being the best way to combat Corona.”
Referring to the creative concept, Senthil Kumar, Chief Creative Officer, Wunderman Thompson, said; “The idea was to bring alive the fact that India has shut its doors on Corona. This simple idea was executed powerfully by featuring doors from various provinces which gives the film a pan-India scale while indicating that the #DoorsOfIndia will remain closed till we #ShutOutCorona.”
Talking about the creative concept, Arjun Mukherjee, ECD & VP, Wunderman Thompson, Kolkata said, “It was important to tell people that all it takes to flatten the curve is to shut the door. The film uses doors of various shapes, sizes, age and lineage which reflect the diversity of this nation, all united in shutting out Corona.”
Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson said, “The vast numbers who have closed their doors on Corona is testimony to the exceptional resolve and fortitude that our country has always demonstrated in times of stress. We are delighted to partner Tata Pravesh on this film which shows what India can do if it puts its heart into it.”
Client: Tata Pravesh
Agency: Wunderman Thompson South Asia
Project Head: Vijay Jacob Parakkal, Sr. VP & Managing Partner
Creative Team: Senthil Kumar, Chief Creative Officer | Arjun Mukherjee, ECD & VP | Moeinuk Sengupta, Creative Director
Production House: Little Lamb Films, Mumbai | Producer: Avishek Ghosh | Director: Nobin Dutt | Editor: Priyank Premkumar | Music: Subhajit Mukherjee