J Walter Thompson conceptualises Doorway To Green campaign for Tata Pravesh for Environment Day

The latest campaign takes the form of a social experiment which highlights the effects of our choices on others.

Tata Pravesh
Environmental decline is real. Our planet is headed towards destruction, through the choices we make every day. The real bad news however is that we are indifferent to this fact and oblivious to our mistakes. We don’t even have time to think or realise that the impact we make on the planet with our irresponsible choices is making it the toughest place for our future generations to survive. So, Tata Pravesh has decided to prove this fact and sensitise all with an eye-opening social experiment.

Two groups of people that represent two generations were invited to participate. They were asked to draw a simple picture on a given subject. But there was another task at hand. They had to select three colours out of a set of six to colour their pictures. They were told that the three colours they did not use will go to the second group who had to draw a picture on the same subject. After both groups were done, the drawings were compared. The results aroused a sense of guilt and remorse. Bringing home, a significant realisation.

Talking about the film and the format, Arjun Mukherjee, VP & ECD, J Walter Thompson, Kolkata says, “Proving a fact is always better than just stating it. And that’s why on World Environment Day we chose to deliver a strong message through a social experiment rather than any regular format. And the end result opened eyes, minds and hearts and clearly outlined the responsibility of adults towards the environment, our future generation and the world as a whole.

Tata Pravesh is a modern-day household brand that makes steel doors with wood finish and windows thereby challenging the age-old concept of wooden doors that requires cutting down of trees aplenty. Coming from Tata Steel, which has launched innovative, aesthetically appealing products for Indian Homes, Pravesh Doors & Windows leave behind minimal carbon footprints. For a brand with a planet-friendly outlook, World Environment Day provided the perfect platform to project such an important message for the world.

Peeyush Gupta, VP - Steel Marketing & Sales, Tata Steel said, “We wanted to deliver an impactful message using an innovative format of storytelling! Pravesh doors is a household product that aids in conservation of environment and therefore this film involved regular people who are one of us. We thought if we can touch your heart, you will hopefully want to experience Pravesh doors.”

Presented by Tata Steel Pravesh, conceptualised by J Walter Thompson, Kolkata and directed by Aditya Vikram Sengupta, #DoorwayToGreen has been released online on the occasion of World Environment Day in an effort to help people become responsible citizens and pledge to leave behind a better world for the generations to come.
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