Tata Pravesh has launched a film ‘Raahi’ created by Wunderman Thompson Kolkata that showcases how the Company is curating an inclusive workplace.
The film tells the story of an LGBTQIA+ individual, shunned by society but who is accepted by colleagues. The film signs off with the strong social message, ‘Acceptance can open doors’, encouraging us to open our minds – ‘#KholoMannKeDwaar’ – allowing the winds of change to air out our prejudices.
Lit up and shot by Happy Rabbit Films, the film encourages us to inculcate a sense of belonging in the workplace and make our LGBTQIA+ colleagues feel accepted, making them proud of us. It makes us stop for a moment and take cognizance of our biases, so we can work towards eliminating them.
Commenting on the film, Jaya Singh Panda, Chief Diversity Officer, Tata Steel Ltd., said, “As a company, our objective has always been to drive diversity and build a benchmark workplace. The inclusion of LGBTQIA+ people in the Tata Steel workforce is a step in that direction. The film urges us to accept everyone and create an inclusive workplace where equal opportunity is provided to all.”
Commenting on the film, Animesh Roy, Chief Services & Solutions – Tata Pravesh, Tata Steel Ltd., said, “Tata Pravesh has always stimulated people, making them think about issues that impact society. The film is the latest addition to a series of communications from the brand over the years which attempt to open the doors of our mind. It prompts us to ensure our LGBTQIA+ co-workers feel that we care, urging us to be empathetic and supportive.”
Commenting on the creative concept, Arjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata, said, “We need to be sensitive towards our LGBTQIA+ co-workers and make them feel welcome at the workplace. This film encourages us to make them feel at home as our colleagues. It teaches us to build relationships based on love and respect, regardless of gender, so that no one ever walks alone.”
Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, Kolkata, said, “Tata Steel is widely recognised for its trailblazing HR initiatives and Tata Pravesh for its thought-provoking films. This extremely relevant and topical film will encourage us to embrace LGBTQIA+ people, making them feel accepted and included in the workplaces of tomorrow.”
Credits:
Client: Tata Pravesh – a brand of Tata Steel
Agency: Wunderman Thompson Kolkata
Project Head: Vijay Jacob Parakkal, Sr. VP & Managing Partner
Creative Team:
Arjun Mukherjee, VP & Sr. ECD
Anurag Acharya, Creative Director II
Kaushik Roy, Creative Director I
Partha Chowdhury, Sr. Creative Director
Nuzhath Enayath, Sr. Copywriter
Bidisha Chandra, Jr. Art Director
Account Management:
Nilanjan Sarkar, Client Services Director
Production house: Habby Rabbit Films
Director: Dibyendu Bose
Editor: Arghyakamal Mitra
Music director: Hanif Shaikh
VO: Richa Nigam
