Tata Steel's New Campaign #ThankYouKisaan Gives Back to Hard-Workers This Farmer's Day
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Wunderman Thompson South Asia expresses a debt of gratitude to the Indian farmer through a film for digital media, strengthening the bond between the brand and the farmer
Agriculture is the primary source of livelihood for about 58% of India's population. Farmers put food on our table and clothes on our back are undoubtedly the backbone of our nation. So, what is common to farmers and Tata Steel? While farmers take care of roti and kapda, Tata Steel takes care of makaan, so to speak. For over a hundred years, Tata Steel has been responsible for India’s robust infrastructure - bridges to highways, buildings to dams, flyovers to stadiums. It has also been taking care of the Indian farmer through a plethora of legacy brands, including Tata Shaktee - a brand of GC roofing sheets.
Farmers give Indians ‘suraksha’ (protection; security) by providing food and clothing. But who provides security to farmers, protecting them and their livelihoods? Who takes care of one of their basic necessities - shelter? That’s where Tata Shaktee comes in. It provides a roof over their head. It shelters their tractors and their livestock. It protects their harvest and has been doing so for the last two decades.
As part of its 20th anniversary celebrations - on tomorrow's occasion of Farmer’s Day / Kisaan Diwas - the brand wanted to express a debt of gratitude to the Indian farmer through a film for digital media, thereby strengthening the bond between the brand and the farmer.
Conceptualised by Wunderman Thompson South Asia, shot by ace cinematographer Ranjan Palit and produced by Made in Calcutta, the film is set to a track by Mayukh-Mainak that accentuates the rustic vibe while bringing alive the celebratory tone of the message. It is a fitting tribute to the Indian farmer who strengthens the backbone of the nation from a brand which has been a friend of the farmer for the last 20 years and a company whose steel built the nation. It is a salute to the shaktee that is the hallmark of every kisaan.
Commenting on the film, Satyajit Maity, chief of marketing BPR - B2C brands, Tata Steel Ltd. said: “As the preferred brand of roofing, Tata Shaktee has been working tirelessly for the last two decades, enabling farmers to live with pride. As we celebrate our 20th anniversary as a brand, we wanted to thank the Indian farmer for the difference that they make to countless lives."
Commenting on the creative concept, Arjun Mukherjee, ECD and VP, Wunderman Thompson, Kolkata, commented: “Tata Shaktee and the Indian framer go back a long way. The film is a heartfelt tribute to the inner strength of those men and women who spare no effort - rain or shine, right round the year - going to great lengths to ensure that our basic needs are met.”
“We have been partnering with Tata Shaktee for almost a decade over which the brand has stayed focused on the needs of the Indian farmer." added Vijay Jacob Parakkal, senior VP and managing partner, Wunderman Thompson, Kolkata. "This film is an acknowledgement of the invaluable contribution that farmers make towards our daily lives on the occasion of Kisaan Diwas."
Client: Tata Shaktee - a brand of Tata Steel.
Agency: Wunderman Thompson
Project Head: Vijay Jacob Parakkal, Sr. VP & Managing Partner