Tata Steel’s Tata Pravesh – steel doors brand , spread the attention on importance of staying indoors through a digital film with the message ‘ shut corona’ through their campaign, “ #DoorsOfIndia”.
The film uses #DoorsOfIndia to point out the transition from negative to positive i.e from lockdown to opening up. Their last film had shots of doors closing . The new film shows doors opening followed by shots of open doors and folks from everywhere India, standing outside their threshold.
The film was made with Twitter and Instagram posts by many Indians with the hash tag , #DoorsOfIndia . The shots were combined with images from various images of banks. The film captures the extraordinary emotions of a chance, beaming with optimism and hope. The soundtrack has been created using live sounds of doors being opened together with street noises. A vocal track starts off because the doors open, adding momentum to the sound design. The film brings alive the hope with which all Indians leave, aimed with courage, caution and confidence. It ends with #OpenHope, India opening its doors is shown as a metaphor for unlocking hope.
Chief services and solutions business, Tata Steel, P. Anand said. “Tata Pravesh has always stood for opening doors to unlock hope. As India prepares to face a brand new world, there’s still hope within the air shaft captured during this film through depiction of opening doors”.
Senthil Kumar, Chief creative officer, Wunderman Thompson, said, “We delivered the powerful shots of closed #DoorsOfIndia to announce national lockdown. Well , now it’s time for reopening those closed doors and emerge with hope and powerful transition from the darkness to light at the tip of doorway. The doors are to be opened with hope.”
Executive creative director and vp, Arjun Mukherjee, Wunderman Thompson, Kolkata said, “ Closing a door implies an end to something like bidding goodbye to the surface world. the ultimate scene of the previous film shows a transition to positive moment within the new film which brings back the hope and spirit among the people.”
