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<ul><li>Tata Pravesh's latest film is conceptualised by <keyword id="7067090" type="UNKNOWN" weightage="20" keywordseo="Wunderman-Thompson">Wunderman Thompson</keyword> South Asia. </li><li>The film brings alive the attributes of Tata Pravesh’s steel doors. </li></ul>What do we expect from a door? That it will be strong so it can provide adequate security to the people inside. It will be good looking, lending sophistication and status to the inhabitants. It will be durable and require minimal maintenance. With a perfect mix of beauty, strength and durability, wooden doors remain the benchmark and the preferred option. Consumers more often than not, do not want to venture outside their comfort zone and try a door made from a new material. Besides little awareness of doors made from materials other than wood (apart from MDF, HDPE or PVC which are used for internal doors and for doors of bathrooms and kitchens), they are skeptical about steel doors and harbour doubts about how they will look, how expensive they will be and whether they will rust. Tata Pravesh’s objective is to drive brand awareness and subsequently, brand consideration about a new category of steel doors and windows. It is faced with the task of convincing consumers to opt for steel wall opening solutions which have unmatched strength, are fire and termite-resistant, weatherproof and maintenance-free. Tata Pravesh has the best of both - the strength of steel and the elegance of wood. The challenge was to shake the consumer out of his/her inertia and make him/her sit up and listen Selecting a known face - <keyword id="2921860" type="COMPANY" weightage="20" keywordseo="Gajraj-Rao">Gajraj Rao</keyword> of Badhaai Ho fame, Wunderman Thompson South Asia has conceptualized a 360-degree campaign anchored by TV, supported by print, OOH, POS and digital. The film #AkelaHiKaafiHai is the story of an unsuspecting consumer and a cunning salesman. The naïve consumer - played by Gajraj Rao - looking for a door, enters a multi-brand building materials outlet. The salesman at the store immediately recognizes the naivete written large across Gajraj’s face and thinks he can take him for a ride. Determined to make the most of this wonderful opportunity, he summons all his powers of persuasion to sell him an ‘A1 lakdi ka darwaza’. How far will the salesman go to make the sale? Will Gajraj be conned? Or will he have the last laugh? Watch the film to find out. Discover the stunning range of Tata Pravesh doors and windows which are chockful of attributes. In other words, Akela Hi Kaafi Hai thanks to the perfect combination of strength, style, security and service. <div type="Youtube" id="ZwDLOD7SF6U" title="#AkelaHiKaafiHai" thumbUrl="https://i.ytimg.com/vi/ZwDLOD7SF6U/mqdefault.jpg"></div>Commenting on the film, P. Anand, Chief - Services &amp; Solutions, Tata Steel Ltd., said, “When buying a door or window for their house, consumers in India mostly consider wood. Therefore, to establish a new category of steel doors &amp; windows, the problems with wood needed to be brought to the forefront. The new Tata Pravesh film - 'Akela Hi Kaafi Hai' with Gajraj Rao as the brand endorser, attempts to put Tata Pravesh in the consideration set of consumers by offering a one stop solution against the drawbacks of wood.” Commenting on the creative concept, <keyword id="220787" type="PERSON" weightage="20" keywordseo="Senthil-Kumar">Senthil Kumar</keyword>, Chief Creative Officer, Wunderman Thompson India, said, “Wooden doors continue to be coveted in spite of their obvious drawbacks. The film aims to break the mindset of potential Tata Pravesh consumers for whom doors = wooden doors, trying to get them to question if wood is good enough. The objective is to pique their interest enough for them to enquire about Tata Pravesh steel doors with strength of steel and elegance of wood and eventually show wood the door.” Commenting on the creative concept, Arjun Mukherjee, ECD &amp; VP, Wunderman Thompson, Kolkata, said, “The setting of the film and the characters had to be such that they would resonate with consumers in Tier 2 and Tier 3 towns - the target audience for the brand. Driven by excellent performances from Gajraj Rao and Saanand Verma, the film emphatically makes the point that when you are opting for a wooden door you are making a big mistake that you’ll live to regret.” Vijay Jacob Parakkal, Senior VP &amp; Managing Partner, Wunderman Thompson, Kolkata, said, “Being a new brand in a nascent category, it was imperative to establish the category benefits vis-à-vis wooden doors. The film clearly establishes the superiority of Tata Pravesh doors over wooden doors in an entertainingly quirky manner.”

Tata Pravesh's latest campaign features Gajraj Rao; establishes its superiority over wooden doors in a quirky manner

Mumbai, Filmmaker <keyword id="19932039" type="General" weightage="20" keywordseo="farhan-akhtar" source="keywords">Farhan Akhtar</keyword> and his wife, actor <keyword id="20026978" type="General" weightage="20" keywordseo="shibani-dandekar" source="keywords">Shibani Dandekar</keyword> are joining hands for "<keyword id="20775333" type="General" weightage="20" keywordseo="dabba-cartel" source="keywords">Dabba Cartel</keyword>", a new Netflix series. Directed by Hitesh Bhatia, the upcoming show revolves around five ordinary women in Maharashtra's Thane who start a drug cartel through the 'dabba' (tiffin) delivery service. It will star Shabana Azmi, Jyotika, Farhan Akhtar, Nimisha Sajayan, Anjali Anand, Gajraj Rao, Sai Tamhankar, Lillete Dubey and Jisshu Sengupta. The first look of "Dabba Cartel", created by <keyword id="20775332" type="General" weightage="20" keywordseo="dandekar" source="keywords">Dandekar</keyword>, was revealed on Thursday at the Next on Netflix event here. Akhtar has backed the show via his production banner Excel Media &amp; Entertainment. "We like narrating stories, and it's been a great association (with Netflix) and there are many more shows (to look forward to). This is an exciting show. It is a special show as <keyword id="20122101" type="General" weightage="20" keywordseo="shibani" source="keywords">Shibani</keyword> is the creator of the show and this gives a special place to the show in my heart," Akhtar said at the event. Dandekar said it was great working with her husband on the series that started off as a "tiny idea" in her head. "It has been a long process. The interesting part is when you have a tiny idea and you sit with writers, and to work with Excel Entertainment, Netflix, and Hitesh Bhatia, and it all begins to grow. "To see the show come alive is, creatively, collaboratively. It has been an incredible surreal experience. I couldn't have asked for anything more as a creator. Working with my husband, and working with the producers, Abbas and Kassim, and Hitesh, was all wonderful. I couldn't have asked for more as a creator as I'm working with my husband," she added.

Farhan Akhtar, Shibani Dandekar team up for Netflix series 'Dabba Cartel'

<keyword id="15300629" type="General" weightage="50" keywordseo="superstar-madhuri-dixit-nene" source="Orion">Superstar Madhuri Dixit Nene</keyword> says digital platforms have freed storytellers from the trappings of the box office and have made it possible for actors to take up "bold" subjects like her latest Prime Video release "Maja Ma". In the film, the actor plays Pallavi Patel, a closeted lesbian on a quest to keep her perfect family together while maintaining her individuality. <keyword id="285" type="General" weightage="100" keywordseo="madhuri" source="Orion">Madhuri</keyword> made her OTT debut with the <keyword id="128682" type="General" weightage="50" keywordseo="netflix" source="Orion">Netflix</keyword> series "The Fame Game" earlier this year. "Times were different in the 90s. With the advent of OTT, different stories can be told without having to think of the constraints of releasing them in theatres. On OTT the stories can be told the way you want to and you can pick subjects you want to," the actor told PTI in an interview. Makers are now telling stories for a global audience, Madhuri said. "On OTT people watch films and series from all over the world, with different topics and that has made it possible for people here to come out and make a bold film like this," she added. Directed by <keyword id="2648" type="General" weightage="80" keywordseo="anand" source="Orion">Anand</keyword> Tiwari of "Bandish Bandits" fame, the first Amazon India original movie, also features Gajraj Rao, Ritwik Bhowmik, Rajit Kapur, Simone Singh, Sheeba Chaddha, and Ninad Kamat. Madhuri is known for commercial outings such as "Tezaab", "Dil", "Khalnayak" and "Hum Aapke <keyword id="13210400" type="General" weightage="50" keywordseo="hain-koun" source="Orion">Hain Koun</keyword>...!" as well as critical successes "Mrityudand", "Prahaar", and "Pukar", "Lajja" and "Dedh Ishqiya". The 55-year-old actor said her star status never influenced her career choices. "In my mind, I never saw myself as a superstar. Even when I was doing films like 'Khalnayak', 'Beta', 'Raja', 'Mrityudand', 'Prahar'... I don't think I looked at myself as an actor belonging to one particular genre. I look at the story that we are going to tell through the movie," she said. The film has received mixed reviews, but both the actor and the director are elated with the response. Anand said he is happy to see all kinds of reactions, but the real success for him is that the film could initiate a conversation around destigmatising homosexuality. "The audience we are addressing is the one that would not sit together and watch this film together. They have had conversations. If the audience agrees with the conversation and thinks this needs to go further or be braver, it is great," he said. Anand said members of the LGBTQIA+ community were involved with the project right from the scripting stage. "Besides, there were people from the community who watched the film prior to the release, to make sure we were doing it sensitively and with the right spirit," he added. As an actor, Madhuri said she made sure to not adhere to the stereotypes and just focus on the character's journey. "She is a mother, a lovely wife, part of the community and an important figure as she helps women to organise Garba. She plays all these roles but what comes out is a small part of her personality. We see these people every day. There was no stereotype or anything that we followed. We followed the story of this woman and her journey," she added. The actor believes stars promoting inclusivity through their films attract more attention to the subject. "I have my own fan base, an audience that looks up to me. When we started making this film, our intention was to make it with a lot of sensitivity and graciousness. If the message reaches more people because of my presence, I will be happy," she added. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/science/news/soon-you-might-be-able-to-touch-and-feel-the-online-products-through-your-smartphone/articleshow/94961160.cms">Soon you might be able to touch and feel the online products through your smartphone</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/jaypee-and-amrapali-groups-collapse-leaving-buyers-in-the-lurch/articleshow/94961447.cms">Jaypee and Amrapali Groups collapse, leaving buyers in the lurch</a>

OTT has made it possible to make a bold film like 'Maja Ma': Madhuri Dixit Nene

The entire list and a brief profile of 'Delhi ke nirmata'⁠— the makers of Delhi felicitated at Kejriwal's oath taking ceremony

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Tata Pravesh's latest campaign features Gajraj Rao; establishes its superiority over wooden doors in a quirky manner

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Farhan Akhtar, Shibani Dandekar team up for Netflix series 'Dabba Cartel'

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OTT has made it possible to make a bold film like 'Maja Ma': Madhuri Dixit Nene

PTI

The entire list and a brief profile of 'Delhi ke nirmata'⁠— the makers of Delhi felicitated at Kejriwal's oath taking ceremony

BI India Bureau

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