Tata Tiscon's heartwarming film- Be the Light, lights the lamp of joy this Diwali

Conceptualised by J Walter Thompson, the film highlights the increasing loneliness senior citizens in rural areas feel due to children moving away to bigger cities

e4m by exchange4media Staff
Updated: Nov 5, 2018 4:23 PM

A pioneer in the construction industry, Tata Tiscon attempts to rebuild the codes of category communication with J Walter Thompson through a new story – Be the Light.

The rebar category in India has traditionally defined strength through the power of celebrities, showing product attributes through the show of masculine strength.

This Diwali, Tata Tiscon throws the spotlight on a different aspect of strength and elevates the focus of power from physical to a more emotional plane. As India surges ahead as one of the world’s fastest-growing economies, young men from all over the country are heading towards big metros in search of better job opportunities, leaving behind lonely aged parents.

Across rural and urban India, loneliness and depression are constant companions of senior citizens, who spend their days remembering a time when their homes were abuzz with family, joy, and laughter.

Conceptualized by J Walter Thompson and produced by Light Bulb Motion Pictures, ‘Be the Light’ is released on the brand’s social media handles.

Speaking on the campaign, Sanjay S Sahni, Chief of Marketing & Sales (Branded Products & Retail), Tata Steel said, “As an integral part of most Indian homes and true to our endeavor to continuously better ourselves, we wanted to find a new meaning of Strength today. We wish for the new home builders to understand and appreciate the need to cultivate the true value of strong homes- the ability to bring happiness to the lives living in it. We believe that is true joy of building” 

Speaking about the film, Sarvesh Kumar, Chief of Marketing (Branded Products & Retail), Tata Steel added, "It’s a lovely concept that builds on the joy that festivity brings to people's lives, especially the ones who are lonely and alone"

Vijay Jacob, SVP and Managing Partner, J Walter Thompson, Kolkata says, “Tata Tiscon has a special place in our hearts, we have carefully nurtured this brand from inception to this point where it has taken an important step of adopting an inclusive brand philosophy – The Joy of Building”

Arjun Mukherjee, VP & ECD, J Walter Thompson, Kolkata said, “Loneliness and depression are a major issue in India today and the elderly are the biggest sufferers. In the clutter of everything happy our effort was to put a purpose in the celebrations, to go out of our way if needed and make Diwali more than a day of lights and laughter.”


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