Tata Wiron reaffirms its commitment to the Indian farmers


~ Releases a digital film titled #BandhanRakshaKa to spread this message of eternal bond and strong relationships ~

The festivals this year have been celebrated in unprecedented ways. Lockdowns and social distancing norms may have changed the way we celebrate but the strong bond of family and friends cannot be shaken. It only grows and deepens with time and the expressions manifest more visibly during festivals and special occasions. On this Raksha Bandhan, Tata Wiron reaffirms its commitment to keeping the 2.4 lacs farmer community in its network, safe. A digital film titled #BandhanRakshaKa has been released to spread the message of the love, bond and relationships and its importance especially amidst these uncertain times.

Conceptualised by Tata Wiron’s digital agency partner YellowBulbs and produced by the digital studio Fickle Formula, the film is about a letter from a brother to his younger sister who could not be together for Raksha Bandhan this year due to the pandemic situation. The brother reaffirms the eternal bond of love to his sister and mentions that though they are apart this year, their relationship will remain as strong as ever.

Through this film, the brand draws a parallel with the relationship it has with the farmer brothers and assures them that though it is difficult to meet as frequently as in pre-COVID times, their relationship and the values they uphold is eternal. The film is narrated by Neelesh Mishra, one of the most loved voices in the country. The lyrics is written by Vivek Modi and the film has been directed by Suman Sen. Currently, the brand Tata Wiron is contributing towards protecting more than 4 crore hectares of land in India which is enabled and strengthened by the innovative Tata Wiron products contributing to all walks of life.

Commenting on the film, Anurag Pandey, Chief of Marketing and Sales, Global Wires India, Tata Steel, said: “At Tata Wiron, we are blessed to touch the lives of farmers across India through our products and services. They are an integral part of our life and we reaffirm our commitment to them and would continue to work towards strengthening our relationship. Our farmers community have been feeding the nation throughout the year irrespective of the challenges. Bandhan Raksha Ka is a small token of gratitude to our extended family.” “#BandhanRakshaKa was an instant thought that surfaced when we were discussing Rakhi festival film.

This relation of protection and security is organic to the product and the promise for a stronger and better tomorrow is what the brand stands for. I hope our farmers and their families love this piece of unadulterated love & compassion”, says Vivek Modi, Co-Founder and CEO of YellowBulbs. When asked about the mood of the film, Suman Sen, Co-Founder, Fickle Formula, said: “The idea was to re-create the mood of the Rakhi Festival which coincides with the monsoons. The mood is pregnant with the expectation of outstanding crops with good rains. You can almost smell the wet soil and feel the droplets on your hands”

Watch #BandhanRakshaKa here: https://www.facebook.com/704692902999357/posts/1946816618786973/?vh=e&d=n


Client: Tata Wiron (Tata Steel)

Agency: YellowBulbs

Studio: Fickle Formula

Director: Suman Sen

Producers: Vivek Modi & Suman Sen

Voice Over : Neelesh Misra

Words: Vivek Modi

Illustration & Animation : Ahana Deb & Sounak Baidya

Art Direction: Sounak Baidya

Music: Mayukh-Mainak

Rhythm programmer: Sabuj Mukherjee

Guitar: Bibo

Clarinet & Flute: Mainak

Geoshred: Mayukh Programming: Mayukh-Mainak

Sound Design, Editing & Mixing: Akshay Vaidya

Account Executive: Radhika Chandak

Public Relations: Shivani Mitra

Project Head & Account Management: Labani Biswas


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