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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

<ul><li>Whilst it is difficult to tickle your creative bone in quarantine, these two campaigns by <keyword id="7067090" type="UNKNOWN" weightage="20" keywordseo="Wunderman-Thompson">Wunderman Thompson</keyword> and <keyword id="2530184" type="PERSON" weightage="20" keywordseo="Gozoop">Gozoop</keyword> will inspire you to think out of the box. </li><li>Ironically, the agencies have come up with out-of-the box solutions whilst being locked in a box. </li></ul>How do you produce an advertisement when the entire country is locked down and all you could do is move from your working desk to your refrigerator in the kitchen or balcony to exchange awkward smiles with your neighbour? Wunderman Thompson and Gozoop have an answer for you. In an attempt to raise awareness around the importance of staying indoors, Wunderman Thompson South Asia planned a digital film for Tata Pravesh, a brand of steel doors from Tata Steel. The film is a montage of doors being shut. It signs off with the message ‘Only a closed door can open up roads to fight Coronavirus’ and urges people to ‘Take Quarantine Seriously’, that being the only way to #ShutOutCorona. 
	<div type="twitter" handle="TataPravesh" handlename="Tata Pravesh" image="http://pbs.twimg.com/profile_images/1156928099507953664/vubLxMDM_normal.png" favoritecount="3" retweetcount="2" status="Coronavirus is a global emergency of an unprecedented scale. It's high time, we the citizens, take quarantine serio… https://t.co/GiGqglXudl" createdat="1584971030000" id="1242084642036973568"></div>



 ‘But how to get an ad done at a time when most of the world is behind closed doors, production houses included?’ Wondered Wunderman Thompson. Crowdsourcing and teamwork was their mantra. They turned to their colleagues across offices – Mumbai, Delhi, Chennai, Bangalore, Hyderabad and Kolkata – asked them to contribute videos shot on smartphones of the doors in their homes being shut, bolted, barred or latched. Interestingly, the turnaround time was also decreased. They sent out the request to the network late last Friday and were ready with the final film the following Monday. They stitched together roughly 50% of the responses, the balance having to be reluctantly omitted because of the demands of the edit. Vijay Jacob Parakkal, Senior VP &amp; Managing Partner, Wunderman Thompson, said, “These are truly testing times, I am glad we were able to partner Tata Pravesh doors on this extremely relevant film. And I am proud the way the entire Wunderman Thompson family came together while working from home and helped us pull off this film. Please do watch the film and shut those doors. Stay in, Stay safe. Folks!” Gozoop, on the other hand, collated videos from social media for its client National Institution for Transforming India (NITI) Aayog. Its core idea of ‘togetherness in chaos’ anchored the ad quite well. 
	<div type="twitter" handle="NITIAayog" handlename="NITI Aayog" image="http://pbs.twimg.com/profile_images/865131194773495809/KMjhveHQ_normal.jpg" favoritecount="1103" retweetcount="196" status="जब अलग रहकर आएंगे साथ, हम होंगे कामयाब! We express our respect for all brave hearts providing critical services in… https://t.co/cwBazwWmAK" createdat="1585063214000" id="1242471292109897732"></div>



 Under this nationwide <keyword id="91743" type="PERSON" weightage="20" keywordseo="lockdown">lockdown</keyword>, the public sentiment veers between anxiety, confusion and determination. With social distancing being the need of the hour, there is a need to be united in spirit while physically staying apart, so that we can break the chain and flatten the curve. In the backdrop of this sentiment, on March 22, Prime Minister Narendra Modi asked the citizens of India to take to their balconies and windows, clapping hands and banging on steel utensils, to show solidarity with those who are providing essential services in these challenging times. The nation responded to this call with great fervour, with citizens across the country coming to their terraces and balconies to extend their support to the valiant heroes of these tough times. Gozoop collated those videos to showcase the will and determination of a nation that has come together in trying times. Speaking about this, Ahmed Aftab Naqvi, CEO &amp; Co-Founder, Gozoop, said, “This is a time for all of us to stick together in spirit but stay separate at home. We wanted to communicate this message to as many people across the nation, in a way that they understand and act on it. I am glad that our team, while working from home, put in their efforts and used the power of creativity to launch this video. I am thankful to the <keyword id="2665691" type="PERSON" weightage="20" keywordseo="Niti-Aayog">NITI Aayog</keyword> for supporting this idea and helping it reach across India. If this helps save even one life, we will consider our job done. #HumHongeKamyaab.” While it is important to be united in spirit in these trying times, it is equally important to physically stay apart. Let’s continue social distancing in a diligent manner and continue thinking out of the box.

Creating campaigns despite a lockdown, this is how Wunderman Thompson and Gozoop did it smartly

<keyword id="19949641" type="General" weightage="100" keywordseo="equity-markets" source="keywords">Equity markets</keyword> may witness a gradual up-move this week with some volatility as both election and <keyword id="20034955" type="General" weightage="20" keywordseo="earnings-season" source="keywords">earnings season</keyword> are nearing their end, analysts said. They added that global trends and trading activity of <keyword id="19900795" type="General" weightage="20" keywordseo="foreign-investors" source="keywords">foreign investors</keyword> would hold significance in dictating investors' sentiment. <keyword id="446887" type="General" weightage="20" keywordseo="Benchmark-indices" source="Orion">Benchmark indices</keyword>, which had a <keyword id="21811039" type="General" weightage="20" keywordseo="record-breaking-rally" source="Orion">record-breaking rally</keyword> last week, would also track global oil benchmark Brent crude and the <keyword id="21811038" type="General" weightage="20" keywordseo="rupee-dollar-trend" source="keywords">rupee-dollar trend</keyword>. The monthly derivatives expiry on Thursday may also fuel volatility in markets. "We have reached the final curtain for the Q4 earnings season. Many companies, including names like Tata Steel, will release their financial results this week. Positive earnings from the final quarter could provide strength to the market to continue its bullish momentum. "We are very close to the Lok Sabha election results, and the election verdict will give a boost to FII flows," said Pravesh Gour, Senior Technical Analyst, Swastika Investmart Ltd. The results of the ongoing general elections will be declared on June 4. On the global front, the upcoming economic data from Japan and the US, along with movement in the global currency market, will also be important factors to consider, he added. This week, attention will remain on elections, <keyword id="20014816" type="General" weightage="20" keywordseo="global-cues" source="keywords">global cues</keyword>, and the final phase of the earnings season, Ajit Mishra, SVP, Research, Religare Broking Ltd, said. On the March quarter results front, LIC, NMDC, IRCTC, and MMTC will announce their earnings this week. "Overall, we expect the market to witness a gradual up-move and see some volatility this week as both election and earnings season are nearing the end," said Siddhartha Khemka, Head, Retail Research, Motilal Oswal Financial Services Ltd. From the domestic macroeconomic data, GDP growth rate for the January-March quarter of FY24 will be announced on Friday. Last week, the BSE benchmark zoomed 1,404.45 points, or 1.89 per cent, while the NSE Nifty climbed 455.1 points, or 2 per cent. The 30-share BSE Sensex hit its all-time intra-day high of 75,636.50 on Friday. The NSE Nifty breached the 23,000 mark for the first time on that day. During the day, the benchmark hit its lifetime peak of 23,026.40. "The domestic market is reaching new highs, with largecaps playing second fiddle to the broader market rally, indicating sustained momentum in the short-term," Vinod Nair, Head of Research, Geojit Financial Services, said.

Equity markets to track global cues; may witness gradual up-move ahead of Lok Sabha poll results: Analysts

<ul><li>The US Fed's interest rate decision, quarterly earnings and domestic macroeconomic data will influence trading in the equity market in a holiday-shortened week.</li><li>Foreign funds' trading activity, monthly automobile sales data and global trends would also guide market movement this week.</li><li>Tata Steel, Titan, Hero MotoCorp and HDFC Ltd are the few Nifty 50 companies that will declare their financial results this week.</li></ul>The <keyword id="6356435" type="General" weightage="20" keywordseo="us-federal-reserve" source="Orion">US Federal Reserve</keyword>'s interest rate decision, quarterly earnings of corporates and domestic macroeconomic data will influence trading in the equity market in a holiday-shortened week ahead, analysts said. Foreign funds' trading activity, monthly automobile sales data and global trends would also guide market movement this week, they added. Markets would remain closed on Monday on account of 'Maharashtra Day'. "The global picture is still muddled between more hikes and recession. All eyes are on the Federal Open Market Committee (FOMC) statement, which will be announced on May 3, while the ECB will announce its interest rate decision on May 4. Macroeconomic numbers will keep the market mood subdued in the near term. "Aside from that, the Indian equity markets are constantly receiving funding from FIIs, and Friday's record buying of Rs 3,304 crore in the cash market showed their confidence in the Indian market," said Pravesh Gour, Senior Technical Analyst, Swastika Investmart Ltd. In the domestic market, <keyword id="113644" type="General" weightage="20" keywordseo="q4-earnings" source="Orion">Q4 earnings</keyword> and auto sales numbers will drive the movement this week. Tata Steel, Titan, Hero MotoCorp and HDFC Ltd are the few Nifty 50 companies that will declare their financial results this week, Gour added. Among other earnings to be declared this week are from Adani Green Energy, Ambuja Cements, Tata Steel, UCO Bank, Adani Enterprises, Bharat Forge and Federal Bank. "In the domestic market, the release of PMI numbers and quarterly earnings will sway investor sentiment in the upcoming sessions, along with the Fed policy announcement," said Vinod Nair, Head of Research at Geojit Financial services. Purchasing Managers' Index (PMI) data for manufacturing and services sector will influence trading in the market. "While the markets may have run up sharply over the past few sessions due to revival in FII buying interest, relatively better corporate earnings performance so far, and falling crude oil prices, caution may prevail going ahead and profit-taking could come into play," Amol Athawale, Technical Analyst (DVP), Kotak Securities Ltd, said. Last week, the BSE benchmark jumped 1,457.38 points or 2.44 per cent. SEE ALSO: <a href="https://www.businessinsider.in/tech/gadgets/news/oneplus-pad-review-feature-packed-tablet-with-a-sleek-design/articleshow/99848436.cms">OnePlus Pad review: feature-packed tablet with a sleek design</a> <a href="https://www.businessinsider.in/tech/mobile/news/indian-smartphone-shipments-decline-by-19-in-q1-2023-5g-smartphones-share-increases/articleshow/99815120.cms">Three out of five smartphones sold above ₹45,000 in India were iPhones between Jan-March: Counterpoint</a> <a href="https://www.businessinsider.in/business/news/jiocinema-may-soon-launch-premium-subscription-plans-offering-4k-content-starting-at-2-per-day/articleshow/99736111.cms">JioCinema may soon launch premium subscription plans starting at ₹2 per day</a>

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

BI India Partner

Creating campaigns despite a lockdown, this is how Wunderman Thompson and Gozoop did it smartly

Karuna Sharma

Equity markets to track global cues; may witness gradual up-move ahead of Lok Sabha poll results: Analysts

PTI

Fed interest rate decision, Q4 earnings, macroeconomic data to drive markets this week: Analysts

PTI

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