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Every door has a story to tell - #DoorsOfIndia
~A digital-first campaign for the brand ‘Pravesh’ of Tata Steel conceptualised and executed by J. Walter Thompson Kolkata & Hungama Digital Services~
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 around India. To partner in this initiative, J. Walter Thompson has brought on-board its network partner Hungama Digital Services (HDS), a leading 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 a one-of-its-kind 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 Kms across 46 cities in 15 states over a period of 5 months. A unique discovery in true sense, this campaign would comprise of 6 explorers (travel bloggers) who will embark on the journey covering 6 different regions of India curating doors of various kinds -- ornamental, historical, interesting, and more. These curated door stories will be published almost real-time on the dedicated microsite - www.doorsofindia.com along with social media amplification across Facebook, Twitter, Instagram and YouTube. This digital campaign is being supported by mainstream media as well including Print, OOH, BTL activations. The media outreach is being planned in such a way that the region of the ongoing journey gets exposed to the #DoorsOfIndia creatives and relates to the same.
Commenting on the initiative, Peeyush Gupta, Vice President-Steel (Marketing & Sales) at Tata Steel said; "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."
Commenting on the creative concept, Tarun Rai, CEO, J Walter Thompson South Asia said; “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.”