NEW DELHI: With the aim to convince Indian customers to try out doors made of materials other than wood, Wunderman Thompson South Asia has created a quirky campaign for Tata Pravesh, selling the unique proposition of getting a steel door.

Titled #AkelaHiKaafiHai, the film features Badhai Ho fame actor Gajaraj Rao and is directed by Alok Kulkarni. The film is produced by Small Fry Productions. 

The 360-degree campaign will be anchored by TV and supported by print, OOH, POS, and digital.

Wunderman Thompson India CCO Senthil Kumar said, “Wooden doors continue to be coveted in spite of their obvious drawbacks. The film aims to break the mindset of potential Tata Pravesh consumers for whom doors = wooden doors, trying to get them to question if wood is good enough. The objective is to pique their interest enough for them to enquire about Tata Pravesh steel doors with strength of steel and elegance of wood and eventually show wood the door.” 

Tata Steel Ltd chief - services & solutions P Anand said, “When buying a door or window for their house, consumers in India mostly consider wood.  Therefore, to establish a new category of steel doors and windows, the problems with wood needed to be brought to the forefront. The new Tata Pravesh film - 'Akela Hi Kaafi Hai' with Gajraj Rao as the brand endorser, attempts to put Tata Pravesh in the consideration set of consumers by offering a one stop solution against the drawbacks of wood.” 

Wunderman Thompson, Kolkata ECD & VP Arjun Mukherjee added that the setting of the film and the characters had to resonate with consumers in tier-2 and tier-3 towns — the target audience for  the brand. Driven by excellent performances from Gajraj Rao and Saanand Verma, the film makes the point that when you are opting for a wooden door you are “making a big mistake that you’ll live to regret.”