J Walter Thompson Kolkata conceptualises #StrongLikeMom campaign for Tata Steel Pravesh

Strong like mum.jpgTo the world, the mother is the epitome of care. She nurtures and rears her child with love and affection like no other.

But while she is soft within, she is strong outside. From bearing her child for nine months to protecting her child from harm's way, having a steely resolve makes a mother more special. However, it is this tough nature of her that society chooses to ignore.

VIEW THE SPOT (in Hindi)
Tata Steel Pravesh is a modern-day household brand that shatters stereotype thinking which is evident in the concept of its steel doors and windows. And Mother's Day presented a great opportunity for the brand to pay a tribute to mothers by celebrating their unsung side.
The idea showcases the strength of mothers that opens every door for her child. It projects the strong core that is inside every mother that she uses to overcome every obstacle in the way of her child.
 
Strong like mum2.jpgStrong like mum3.jpgPeeyush Gupta, VP - Steel Marketing & Sales, Tata Steel said, "Pravesh's value proposition is about a strong steely core with an appealing exterior that secures loved ones inside a house. This film salutes a mother who is fearlessly strong when it comes to her child and Mother's Day provides a befitting occasion to celebrate her strength."
 
Arjun Mukherjee, VP & ECD, J Walter Thompson, Kolkata said, "Mothers are made of sacrifices and strength. We wanted to bring out the steel like conviction of mothers who let nothing come in the way for the advancement of their child. And we wanted to tell the story in a gritty way, talking about real issues that mothers deal with and overcome across all sections of society."
 
Presented by Tata Steel Pravesh, conceptualised by J Walter Thompson, Kolkata and directed by Aditya Vikram Sengupta, #StrongLikeMom has been released online, the week preceding Mother's Day to celebrate the mothers made of steel.
 
Credits -
Chief Creative Officer: Senthil Kumar
VP & ECD: Arjun Mukherjee
Managing Partner: Vijay Jacob
Senior Creative Director: Partha Chowdhury
Creative Director: Tandra Chakravarty
Copywriters: Anurag Acharya, Samarpita Das, Sayasi Ghosh
SVP & Managing Partner: Vijay Jacob Parakkal
AVP & CSD: Tania Sinha
AVP & CSD - Digital: Surojit Sen
Client Servicing: Kusumanjan Banerjee, Soumyajit Banerjee
Account Director - Digital: Soham Sengupta
Production House: For Films
Directed by: Aditya Vikram Sengupta
D.O.P: Satyajit Pande
Editor: Subhajit Singha
Music: Subhagata Singha
Sound Design & Mixing: Hindole Chakraborty
Colourist: Debojyoti Ghosh
Make-up: Nilimesh Jana
Executive Producer: Subham Bhattacharya & Jonaki Bhattacharya
Production Manager: T. K Sengupta
Production Assistant: Shayak Roy
1st Assistant Director: Trisha Nandi
2nd Assistant Director: Nilanjan Chakraborty
3rd Assistant Director: Soham Dey
Costume, Styling & Production Design: Jonaki Bhattacharya
Costume & Art Assistant: Rituparna Konar
D.O.P Assistant: Jeethu Joseph & Shalu K Thomas
Focus Puller: K. Banu Chandar

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