We all remember the freedom fighters who gave their lives to bring us the freedom we enjoy. But what happened after we became an Independent nation? How did we transform ourselves from a third world poverty stricken country to an Asian superpower? It was all because of the vision and foundation laid by a few Indians, who took upon themselves to build a glorious nation. These people devoted their lives and worked day and night, far away from the limelight, to turn India into a modern nation that is now revered across the world. But do we remember these builders of modern India?
Tata Tiscon, the largest rebar brand in India, decided to pay homage to the real builders of the nation. So, an exhibition of portraits of nation builders was organised where people were asked to recognise them. Though a handful could recognise at best one among the six portraits, most of the participants couldn’t identify any. The experiment threw light upon the fact that though some of us at best remember their names, most of us can’t really identify their faces nor remember their contribution to the nation.
Commenting on the new campaign, Sanjay S Sahni, Chief of Marketing & Sales (Branded Products & Retail), Tata Steel said, “From individual homes, to infrastructure projects, Tata Tiscon is the pioneering brand that has played a significant role in building the skyline of modern India. Hence, we decided to pay homage to the real nation builders who played a crucial role in building the India we live in.”
“It’s been 71 years since we gained independence. The idea was to re-introduce to the people at large the existence of great visionaries who built this nation from ground up. Their contribution has faded from public memory over time and through a little social experiment we decided to put the focus back on them. It’s great to eulogize freedom fighters but without these builders of modern India it would have been a different nation.”; added Arjun Mukherjee, VP and ECD, J Walter Thompson Kolkata.
Presented by Tata Tiscon, conceptualized by J Walter Thompson Kolkata and directed by Aditya Vikram Sengupta, Builders of Modern Indian has been released online on the occasion of Independence Day. It’s an effort to bring back focus on the Builders of Modern India which they so rightfully deserve.