Tata Tiscon, a TMT rebar brand from the house of Tata Steel, has launched a campaign urging homebuilders to make smart and informed choices when selecting the right construction material for their homes.
Conceptualised by Wunderman Thompson India, the integrated campaign, built around a set of 3 TVCs and focused on its latest range of 550SD rebars, encourages individuals embarking on home construction endeavours to resist succumbing to fringe benefits offered by the builder and prioritise the practical benefits of the product.
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Speaking of the campaign, TVS Shenoy, Chief Commercial Officer, Long Products, Tata Steel, said, “Tata Tiscon has always strived to enable our customers to have a joyful home building experience. This campaign attempts to guide our customers in making informed choices as they build their dream homes.”
S Karthik Narayanan, Chief of Marketing & Sales, Tata Tiscon, said, “It is unfair to expect individual homebuilders to have a thorough understanding of technical specifications required for selection of the right rebar. Hence, it is important for us to guide them in a consumer-centric manner without overloading them with industry-specific terminologies”.
Vijay Jacob Parakkal, Managing Partner, East and South, Wunderman Thompson India, said, “As the creative and strategy partner for Tata Tiscon right from its inception, our communication approach has mirrored that of a trusted confidant, a source of wisdom, and an invaluable guide for our consumers. Amidst a sea of celebrity-driven promotions saturating our industry, we have recognized that the engineer reigns supreme as the ultimate luminary. Consequently, we have chosen to elevate the engineer to the forefront of our brand, acknowledging their unparalleled technical knowledge and expertise upon which we all rely.”
Arjun Mukherjee, VP & Sr. Executive Creative Director, Wunderman Thompson Kolkata, said, “Many brands use scientists and engineers to establish the superiority of their product. We made a twist to this format by making the expert an in-house, and next-door voice of advice. The stories are set in small-town India, with endearing characters that drive home the technical argument, simply.”
Film Credits:
Client: Tata Tiscon
Chief Commercial Office: TVS Shenoy
Chief of Marketing & Sales: Karthik Narayanan
Brand Team: Hemant Bhargava, Anik Bhowmik, Shivam Paliwal, Debali Mukherjee
Agency: Wunderman Thompson South Asia
SVP & Managing Partner: Vijay Jacob Parakkal
VP & Sr. ECD: Arjun Mukherjee
Creative Team: Aniket Chattopadhyay, Moeinuk Sengupta, Sarasij Dasgupta
Business Team: Soumya Chattopadhyay, Arko Majumdar, Tridipta Dey
Production House: Now Films
Director: Anwar Sayeed
