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Elegant Steel celebrates Durga Puja with ‘The Steel Within’ campaign

Crafted by FCB India, the ad film stresses on Narishakti all 365 days in the year.

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Mumbai: As the country readies itself to immerse in the grand annual five-day celebration of Durga Puja which pays homage to the goddess Durga, homegrown manufacturer of iron and steel products Elegant Steel has marked the occasion with the launch of its new film called 'Narishakti- The Steel Within.' 

The film, conceptualised by FCB India, showcases how even as we celebrate the power of women for the nine days of Navratri, we disempower her for the rest of the year.

Directed by Pritha Chakraborty, the TVC aims to highlight how our women are either cast as goddesses or objects of desire, but rarely is an attempt made to understand them for who they really are. The rousing film ends on the note “This pujo, we honour the steel within," and is dedicated to all those women who were judged and whose mettle was tested to serve the popular narrative to keep women “in their place."

“This work is brave because many brands are aware of how social media tries to objectify and classify women, but nobody has spoken about it," said FCB India creative chairperson Swati Bhattacharya. "Elegant steel asks us to celebrate the steel in us and continue to be the woman we want to be even if it rattles some people.”

 The film celebrates how even one woman freeing herself from the narrative, can inspire millions to break free, refuse to be cowed down and write their own story.

“Our values have always stood for quality, strength and resilience and this Durga Puja we wanted to celebrate these exact same values we see in every woman who has gone through the fires of being judged and tested and has emerged stronger," stated Elegant Steel chairperson Swati Agarwal.

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