A 360-degree campaign, conceptualized by Wunderman Thompson South Asia, called ‘Akela Hi Kaafi Hai’ with actor Gajraj Rao, has been launched by Tata Pravesh. The goal of the campaign is to increase brand awareness and, consequently, brand awareness of a new category of steel doors and windows. It is faced with the task of persuading consumers to choose steel wall opening solutions.
The campaign will be anchored by TV, supported by print, OOH, and digital It is the story of a cunning salesman and an unsuspecting consumer. In search of a door, the naive consumer – played by Rao – enters a multi-brand building materials outlet. The store salesman immediately identifies the innocence written across the face of Rao and thinks he can take him for a ride. He summons all his powers of persuasion to sell him an ‘A1 lakdi ka Darwaza,’ determined to make the most of this great chance.
P. Anand who is the chief of services and solutions of Tata Steel said, that the new Tata Pravesh film, ‘Akela Hi Kaafi Hai’ featuring Gajraj Rao as the brand endorser, attempts to position Tata Pravesh in the market consideration by providing a one-stop solution to the disadvantages of wood. Senthil Kumar who is the chief creative officer of Wunderman Thompson India, said that the main intention of the film is to break the mindset of potential Tata Pravesh consumers for whom doors equal wooden doors, trying to get them to question whether the wood is good enough. The objective is to stimulate their interest enough for them to ask about Tata Pravesh’s steel doors with the strength of steel and elegance of wood and eventually show wood the door.
Arjun Mukherjee who is the VP & ECD of Wunderman Thompson, Kolkata, said that the atmosphere of the film and the characters had to be such that the consumers in Tier 2 and Tier 3 towns would resonate with them. – the target audience for the brand. Driven by outstanding performances by Gajraj Rao and Saanand Verma, the film makes the point emphatically that you are making a huge mistake when you go for a wooden door that you will live to regret.