Wunderman Thompson South Asia
Mon, 16 Aug 2021 08:45:57 GMT
India’s first aviator and legendary Chairman of Tata Steel - had once remarked, “I don’t want India to be an economic superpower. I want India to be a happy country.” This 15th August, as the nation steps into the 75th year of independence, the pandemic has ensured that India is far from happy.
Happiness, as we know, is a state of mind and inextricably linked to hope. You cannot buy them off the shelf. You just feel them deep down inside. As they say, ‘hope springs eternal’ and it is human nature to find fresh cause for optimism. Hope, however, and happiness along with it appear to have disappeared from our lives, the virus having made them beat a hasty retreat.
The collective morale of the nation is down at the moment. We have come to believe that the pandemic is here to stay and this darkest of nights is never going to end. It was high time we were told that each one of us has the power within to break free from the vice grip of the virus. We needed to be reminded that by virtue of our inner strength, power of endurance and resilience, we alone are enough to overcome obstacles and emerge triumphant, no matter what the odds.
Who best to remind our countrymen than Tata Pravesh, a brand of steel doors & windows from Tata Steel - a company whose steel built the nation and which has always kept the welfare of the nation and the well-being of its residents at the top of its agenda. The message had a perfect fit with the brand promise of Tata Pravesh - Akela Hi Kaafi Hai. These wall opening solutions with the beauty of wood and the strength of steel can lay claim to the concept of the Power of One by virtue of being supremely strong, termite & fire-resistant, weatherproof and maintenance-free.
Strength, endurance and resilience - they apply as much to the product as the human spirit. The onus was on Tata Pravesh to take Akela Hi Kaafi Hai beyond the product and use it to motivate the millions held captive - mind & body. While Covid is what chains us down at the moment, the message ‘Har mushkil se azaadi ke liye…tu Akela Hi Kaafi Hai’ holds true for all times to come.
The message had to be delivered in a manner that is high on energy. A song was the need of the hour - fast paced, foot tapping, hummable. But who could create such an upbeat, uplifting song that would resonate with the masses? The answer was a no brainer. We turned to the multi-faceted Swanand Kirkire - lyricist, playback singer, writer, director and actor - to pen the lyrics and then lend his inimitable voice. We also roped in Sivamani - percussionist extraordinaire who needs no introduction - to make the track pulsate with his signature beats. We relied on the composer duo Mayukh Mainak to weave the stellar contributions from Swanand and Sivamani into a rich tapestry of soul-stirring melody.
In this very visual age, ‘seeing is believing’. Just leaving it to the song alone to deliver the goods was going to put too much pressure on the song. A music video was felt to be the perfect vehicle to give the song that extra fillip. Working to our vision, Light Bulb Motion Pictures shot this stylised music video that showcases Swanand and Sivamani at the height of their powers with Mayukh-Mainak at the helm of affairs.
This 15th August, India enters its 75th year of independence. There couldn’t be a more appropriate day to release the video. As we salute our freedom fighters, the song urges each one of us to break free from the shackles of despair, drawing on our bottomless reserves of inner strength.
Commenting on the music video, P. Anand, chief commercial officer - Long Products, Tata Steel Ltd., said: “Tata Pravesh doors and windows are characterised by the ability to endure force, fire, termites and weather because of the steel inside. The music video urges our countrymen to call on their inner steel to free their mind of negativity whenever they are up against adversity and remember that they are Akela Hi Kaafi to fight the ongoing pandemic.”
Commenting on the creative concept, Arjun Mukherjee, ECD & VP, Wunderman Thompson, Kolkata, said: “Gandhiji had famously said, ‘Be the change you want to see’. The power to make the change, rising above seemingly insurmountable odds, resides deep within us. The song attempts to resurrect that inner dormant strength, freeing us from despair that weighs us down.”
Vijay Jacob Parakkal, senior VP and managing partner, Wunderman Thompson, Kolkata, said: “When there’s darkness all around and no hope in sight, resilience is all you got to get you through the night. We are delighted to partner Tata Pravesh on this extremely relevant initiative which tries to invoke the strength within each of us, reminding us all the while that it’s darkest before dawn.”
Client: Tata Pravesh - a brand of Tata Steel.
Agency: Wunderman Thompson
Project Head: Vijay Jacob Parakkal, Sr. VP & Managing Partner
ECD & VP: Arjun Mukherjee
Sr. Creative Director: Partha Chowdhury
Creative Director: Anurag Acharya
Creative Supervisor: Kaushik Roy, Kirandeep Kaur
Client Services Director: Nilanjan Sarkar
Music composer & arrangements: Mayukh-Mainak
Lyrics & lead vocals: Swanand Kirkire
Electric, acoustic and bass guitar: Rhythm Shaw [Ridu]
Background vocals: Bibo, Mainak, Mayukh
Production house: Light Bulb Motion Pictures
Producer: Pagarav Patel
Music video director: Pinaki Bose
DOP: Uday Mohite
Editor: Ashish Singh
Categories: Music video, Short Films and Music VideosWunderman Thompson South Asia, Mon, 16 Aug 2021 08:45:57 GMT