Tata Wiron's latest campaign #RozaanaKiDhun hails India's resilience

Tata Wiron's latest campaign #RozaanaKiDhun hails India's resilience

The film is conceptualised by Yellow Bulbs and produced by Fickle Formula content studio.

Tata Wiron

MUMBAI: Steel wire manufacturer Tata Wiron has launched #RozaanaKiDhun, a digital film that gives a shout-out to the resilience of ordinary Indians.

The two-minutes long film depicts how the spirit of ordinary people has kept the country’s economy up and running amid the pandemic when everything else seemed bleak and uncertain.

The film, released on Tata Wiron’s Facebook and YouTube channels, has been conceptualised by the Company’s digital agency YellowBulbs and produced by the new-age content studio Fickle Formula. It features lyrics written by Varun Grover with Swanand Kirkire's rendition, alongside the duo Mayukh-Mainak who composed the music.

“Through #RozaanaKiDhun, we are celebrating the spirit of humans who continue to exude positivity and spirit despite challenges, even seemingly insurmountable ones like the pandemic," says Global Wires India chief of marketing and sales Vivek Chauhan. "We see this reflected in our products as well - they enable resilience & strength in structures & ecosystems. Tata Wiron reaffirms its commitment to help strengthen, resolve and celebrate the hope of a brighter tomorrow."

 “It was an exhilarating experience to travel the length and breadth of India to capture the everyday songs and silences - especially the quietude of inactivity - that slowly but steadily turned back into the melody that makes the country go round! The spirit of resurgence, revival, and optimism of every Indian is what #RozaanaKiDhun is all about,” says Fickle Formula co-founder Suman Sen, who has also directed the film.

“#RozaanaKiDhun represents the soft yet strong voices of India’s small businesses and entrepreneurs who continue to hum the tune of life with unwavering enthusiasm and awe-inspiring positivity to keep the country going stronger and brighter on the path to progress,” says YellowBulbs co-founder and CEO Vivek Modi.