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DoorsOfIndia campaign by Tata Steel could open doors to conversation and engagement

Steel News - Published on Tue, 22 Aug 2017

Image Source: IB Times
Behind every door is a story which will be opened to those who are bold enough to knock. Tapping into this insight is the new #DoorsOfIndia campaign for the brand Pravesh by Tata Steel. The campaign showcases an amalgamation of content, influencers and storytelling.

Tata Steel re-affirms its entry into the home solutions market by launching the new product line, Pravesh - steel doors with wooden finish, as a part of its growth strategy in the B2C segment. To help it create a formidable presence in consumers’ minds, J. Walter Thompson Kolkata has come up with a unique digital-first campaign called #DoorsOfIndia. Coming from a strong insight ‘Every Door Has A Story’, this campaign is a real-time discovery of stories and untold facts of some of the most prominent doors across India.

To partner in this initiative, J Walter Thompson has brought onboard its network partner Hungama Digital Services a full service digital agency with capabilities in digital ideation, production, social media and on-ground activation. The intra-network collaboration will make sure that this integrated idea leads to a whole lot of digital conversations around ‘doors’ per se and thereby enable ‘Pravesh doors’ to get positioned as the brand behind such conversations.

#DoorsOfIndia is an on-road journey that would be passing through the diaspora of Indian geography, dialects and cultural nuances curating stories of prominent doors. It would cover more than 30,000 km across 46 cities in 15 states over a period of five months. The campaign would comprise six explorers (travel bloggers) who will embark on the journey covering six different regions of India curating doors of various kinds—ornamental, historical and more. These curated door stories will be published almost real-time on the dedicated microsite along with social media amplification across Facebook, Twitter, Instagram and YouTube.

Commenting on the initiative, Peeyush Gupta, Vice President-Steel (Marketing & Sales) at Tata Steel said that “The campaign will help us to tell the world the importance of doors in a home. The Doors of India campaign will help us to reach out to the people and open doors to more business in this category which has huge potential.”

Speaking regarding the creative concept, Mr Tarun Rai CEO of J Walter Thompson South Asia said that “The Doors of India campaign is an example of taking a strong concept and amplifying it across media – from on-ground to online. From activation and traditional media through to digital. I am very happy that two of the Thompson group companies’ J Walter Thompson and Hungama Digital Services are collaborating on this project to implement a challenging but exciting, 30,000 Kms Pravesh Doors journey through India.”

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Posted By : Rabi Wangkhem on Tue, 22 Aug 2017
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