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Tata Pravesh's digital campaign celebrates the undying strength of mothers

12-May-2018
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Tata Pravesh's digital campaign celebrates the undying strength of mothers

To 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.

Tata Steel Pravesh is a modern-day household brand which aims shatters stereotypical thinking which is evident in the concept of its steel doors and windows. Mother’s Day presented a great opportunity for the brand to pay a tribute to mothers by celebrating their unsung tough side.

The idea showcases the strength of mothers which opens every door for her child. It projects the strong core inside all mothers,  which she uses to overcome every obstacle in the way of her child.

Talking about the film, Peeyush 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 says, “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. 


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