Tata Tiscon has launched a campaign conceptualised by Wunderman Thompson India. Focusing on the latest range of 550SD rebars, the 360-degree campaign is built around a set of three TVCs.
Speaking of the campaign TVS Shenoy, Chief Commercial Officer, Long Products, Tata Steel, said: “Tata Tiscon has always strived to enable our customers to have a joyful home building experience. This campaign attempts to guide our customers in making informed choices as they build their dream homes.”
Added S Karthik Narayanan, Chief of Marketing & Sales, Tata Tiscon: “It is unfair to expect individual homebuilders to have a thorough understanding of technical specifications required for selection of the right rebar. Hence, it is important for us to guide them in a consumer-centric manner without overloading them with industry-specific terminologies.”
Said Vijay Jacob Parakkal, Managing Partner, East and South, Wunderman Thompson India: “As the creative and strategy partner for Tata Tiscon right from its inception, our communication approach has mirrored that of a trusted confidant, a source of wisdom, and an invaluable guide for our consumers. Amidst a sea of celebrity-driven promotions saturating our industry, we have recognised that the engineer reigns supreme as the ultimate luminary. Consequently, we have chosen to elevate the engineer to the forefront of our brand, acknowledging their unparalleled technical knowledge and expertise upon which we all rely.”
Wunderman Thompson India has won the brand building mandate for Tata Astrum Super from the house of Tata Steel. This retail brand is the latest in a long line of brands from the Tata Steel stable that have been built and nurtured by the agency.
Commenting on the new business win, Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, Kolkata, said: “Tata Steel and Wunderman Thompson go back many decades. We welcome Tata Astrum Super into the WT brand family and thank Tata Steel for its continued faith in our capabilities. We are confident of doing justice to the mandate we have been given and look forward to taking the brand to new heights.”
We received this update from Wunderman Thompson Kolkata on a new film it has conceptualized for Tata Steel called Raahi. It tells the story of an LGBTQIA+ individual, shunned by society but who is accepted by colleagues.
Commenting on the film, Jaya Singh Panda, Chief Diversity Officer, Tata Steel Ltd., said, “As a company, our objective has always been to drive diversity and build a benchmark workplace. The inclusion of LGBTQIA+ people in the Tata Steel workforce is a step in that direction. The film urges us to accept everyone and create an inclusive workplace where equal opportunity is provided to all.”
Commenting on the film, Animesh Roy, Chief Services & Solutions – Tata Pravesh, Tata Steel Ltd added: “Tata Pravesh has always stimulated people, making them think about issues that impact society. The film is the latest addition to a series of communications from the brand over the years which attempt to open the doors of our mind. It prompts us to ensure our LGBTQIA+ co-workers feel that we care, urging us to be empathetic and supportive.”
Commenting on the creative concept, Arjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata, said, “We need to be sensitive towards our LGBTQIA+ co-workers and make them feel welcome at the workplace. This film encourages us to make them feel at home as our colleagues. It teaches us to build relationships based on love and respect, regardless of gender, so that no one ever walks alone.”
Tata Tiscon has released a new digital film on World Environment Day. The campaign which has been rolled out under the Tata Tiscon Go Green, the sustainability initiative by the brand, encourages people to act responsibly towards their environment.
The film, conceptualised by Wunderman Thompson Kolkata, is the centrepiece of a larger campaign, #ItsOurNature.
Commenting on the brand’s new content, Satyajit Maity, Chief of Marketing and Sales, (Branded Products & Retail), Tata Steel, said: “Tata Tiscon is not just India’s largest home building brand, it is India’s 1st rebar brand to receive GreenPro certification. It’s our nature to care for the environment through our processes, products and communications. We are also dedicated to promote this message across the value chain and stakeholders we touch upon. We are running a campaign on our online early inspiration and home building platform – Tata Steel Aashiyana where we are planting a sapling on every purchase made by our consumers through our online portal.”
Added Arjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata: “As a species, we humans, have cared and nurtured ourselves for thousands of years against all kinds of hostilities and today we rule the Earth. But now is the time to see the environment threat as real and once again do whatever it takes to ensure our own survival.”
Tata Tiscon is observing World Environment Day with its campaign #LetsUpcycle. The campaign highlights the importance of creative transformation and renewal without waste. The idea was brought to life with an installation: tree of life.
Tata Tiscon commissioned artist Sri Narayan Sinha to create the tree with metal throwaways. The tree will be planted for posterity within the premises of Tata Centre in Kolkata on June 5th,2019, World Environment Day.
Said Sanjay S Sahni, Chief of Marketing & Sales (Branded Products & Retail), Tata Steel: “We are taking small and steady steps to re-engineer our business practices and redefine ourselves as individuals. The ‘Tree of Life’ will stand firm as proof of our intent as a leading business entity going forward.”
Vijay Jacob, SVP and Managing Partner, Wunderman Thompson, Kolkata says, “Sustainable living is a creative journey and is very close to our hearts. We at Wunderman Thompson are thrilled to partner with Tata Tiscon on this initiative.”
Added Arjun Mukherjee, VP & Executive Creative Director, Wunderman Thompson, Kolkata: “It is extremely fulfilling for us to seed, nurture and see the ‘Tree of Life’, as a symbol of ‘greener’ business intent, grow and prosper.”
Tata Steel will enhance its support to golf in the country through a three-year deal as the umbrella sponsor of the Professional Golf Tour of India (PGTI), Tata Steel Vice President for Safety, Health & Sustainability, Sanjiv Paul announced recently.
Said Paul: “For more than a decade and a half, Tata Steel has hosted a tournament for the Indian pros at the Golmuri Golf Course in Jamshedpur. We decided it was time to extend our support to professional golf in the country as the lead partners for the entire tour.â€
Added PGTI Chief Executive Officer Uttam Singh Mundy: “We are delighted to welcome Tata Steel, one of Indian sport’s earliest and biggest benefactors, as our umbrella sponsor. Both the main and feeder tours – will benefit from PGTI’s association with Tata Steel.â€
To spread awareness on the need to include HIV patients, the team at J Walter Thompson identified a unique initiative which is being supported by OFFER (Organisation for Friends, Energies and Resources founded by Kallol Ghosh) and came up with a digital film.
Sharing his views on this unique film, P Anand (Chief – Services & Solutions, Tata Steel) said: “We, at Tata Steel, have always been concerned about being a true corporate citizen and firmly believe in a closely bonded society. The idea emanating from the film is to go forth and tell this story about how one can survive and thrive when doors of hope are collectively opened.”
Tata Steel has embarked on a corporate brand campaign that celebrates the brand as the catalyst for ushering in a new era in the journey of the organisation.
The campaign line #WeAlsoMakeTomorrow, which recalls the iconic line We Also Make Steel, emerged from the fact that the future is being shaped by imagination and imagination needs steel to become a reality.
Commenting on the brief, Bindu Sethi, Chief Strategy Officer, J. Walter Thompson said: “We were required to reimagine the role of Tata Steel in today’s world. The continuing importance of a company like Tata Steel in shaping the future of our world. The brief to creative was: imagination and ideas would remain in the mind and on paper unless Tata Steel makes them a reality. That is the power of steel. Tata Steel’s technology and innovation gives life to imagination that shapes our future.â€
Added Senthil Kumar, Chief Creative Officer, J Walter Thompson said: “The Tatas wanted to build a steel plant in 1907 and chose Sakchi, a village in the jungle by the banks of two rivers. They ended up building the shining city of Jamshedpur that is exemplary in so many ways. This pioneering culture of innovation in the company led the epic campaign created by JWT in the late eighties ‘we also make steel’. It is an honour for JWT to have worked on the past, present and the future of this legendary company, building a bridge of steel from yesterday to tomorrow. While working on this campaign we met thousands of Tata Steel employees, team leaders and business heads. We rediscovered a company that is shaping the future, with steel at its core and the pioneering culture of innovation as the collective soul for over a hundred years. But what drives innovation is pure childlike imagination. And that is the leap we took to deliver the new line – We also Make Tomorrow.â€
Tata Tiscon has unveiled a new category of communication with J Walter Thompson through a new story – Be the Light.
Said Sanjay S Sahni, Chief of Marketing & Sales (Branded Products & Retail), Tata Steel: “As an integral part of most Indian homes and true to our endeavor to continuously better ourselves, we wanted to find a new meaning of Strength today. We wish for the new home builders to understand and appreciate the need to cultivate the true value of strong homes- the ability to bring happiness to the lives living in it. We believe that is true joy of buildingâ€
Added Sarvesh Kumar, Chief of Marketing (Branded Products & Retail), Tata Steel: “It’s a lovely concept that builds on the joy that festivity brings to people’s lives, especially the ones who are lonely and alone”
Said Vijay Jacob, SVP and Managing Partner, J Walter Thompson, Kolkata: “Tata Tiscon has a special place in our hearts, we have carefully nurtured this brand from inception to this point where it has taken an important step of adopting an inclusive brand philosophy – The Joy of Building.â€
Hungama Digital Services (HDS) announced that it will leverage the communication for Tata Steel Corporate across all its digital channels. HDS has been selected following a multi-agency pitch as the Digital Agency on Record (AOR).
Carlton D'Silva
Commenting on the win Carlton D’Silva, CEO and CCO, Hungama Digital Services states, “Tata Steel Corporate giving us the mandate  to assist them in this digital journey is a great responsibility as well as a huge moment of pride for the entire HDS family. To be associated with the world’s second-most geographically-diversified steel producer, operating in 26 countries and having a commercial presence in over 50 countries, in itself is an immense learning opportunity for us and we are all-set to deliver clutter breaking ideas with progressive communication.â€
Indian companies are increasingly roping in specialists to manage their whistle-blowing mechanisms at a time when employees don’t hesitate to vent out their frustrations on social networking sites or to rush to regulators in case of a suspected fraud or an irregularity.
While the Companies Act makes it mandatory for the listed firms to have a whistle-blowing mechanism, some companies such as Tata Steel, Ranbaxy Laboratories and DB Corp have gone a step ahead to hire the UK-based InTouch MCS to attend their whistle blowers through a specialised BPO facility in Bengaluru.
“As Indian companies aspire to go global, whistle blowing is something they cannot afford to ignore. While setting up call centres inside the company do work, but it’s not as effective and a whistle blower may not always get the confidence to report to them, on a fear of being identified,†said John Wilson, managing director at In-Touch, which has set up independent whistle-blowing mechanisms for about 15 Indian firms.
InTouch has 40 people working at its Bangalore facility to deal with whistle blowers who either call on the hotline or mail them. These complaints are then forwarded to the concerned to the senior official in the company who may or may not investigate the matter. InTouch has tied up with Ernst and Young recently where the latter could take up the investigation in the frauds in case the company wants them to do so.
Girish Agarwal
“We wanted to boost employee confidence, so we decided to include a multi-channel option for whistle blowers. The employees were provided with several options, which range across a 24×7 hotline, website reporting and email,†said Girish Agarwal, director at DB Group.
According to industry insiders, hiring is the toughest part for the specialists as convincing the whistleblower to share all the details may not be easy. Psychiatrists and trained councillors are in demand to handle nervous whistle blowers.
Industry trackers say that often Indian companies have been looking to just “tick the box†by setting up whistle blowing mechanisms in house. Insiders say that many Indian companies tend to get worried about the whistleblowers and often don’t want the allegations to backfire on the company.
“Often Indian companies are worried that if a proper whistle blowing mechanism is set up it can backfire on them. However, the risk of having none is worse, as the whistleblowers can then go to regulators or take it to the social networking platforms,†said a senior official who is currently investigating a whistle blowing case in a multinational based in India. In the case, initiated after a whistle blower had shot emails alleging fraud, the investigations are now being carried out by one of the big four audit firms, the person said.
Globally, independent whistleblowing firms get about 2.4 complaints per 1,000 employees. While 50% of the total complaints are made on phone, the remaining are made through email and a miniscule 5% through post.
“It is tough to say how many of the concerns raised by the whistle blowers are genuine. But companies tend to investigate the more serious ones, especially around sexual harassment and fraud or bribery allegations,†said Arpinder Singh, partner and national leader, fraud investigation & dispute services (FIDS), EY India.
Research says that about 60% of the whistle-blowing complaints are about HR issues like sexual harassment and about 10% are about corporate governance issues. Going ahead, it is expected that even Sebi may have to set up a whistleblowing mechanism.
Maharashtra’s Home Minister and former Deputy Chief Minister R R Patil has scaled up the police investigation into the reported suicide of Tata Steel’s former head of corporate communications Charudatta Deshpande and has directed Joint Commissioner of Police Himanshu Roy to oversee the operations. He has also directed the police to form teams to visit Jamshedpur to probe whether there was any coercion or intimidation or any other criminal act that led to Mr Deshpande taking his own life.
The Home Minister was responding to an appeal made by a delegation of the Press Club, Mumbai that included senior journalists Kumar Ketkar, Ayaz Memon and Charles Assisi. The team met Mr Patil on Thursday, July 11 evening. In its letter to Mr Patil, senior Club officebearers demanded that the inquiry into the former journalist and PR professional’s death should not be closed as a case of an ‘accidental death’ but must be probed deeply as there were sufficient prima facie evidence that he had been threatened and kept under house arrest in the days prior to the incident. The delegation also demanded that the investigation be moved out from the Vasai Police Station to a more competent agency like the DCB – CID or the State CID department.
Reacting to the demand, the Home Minister told the Press Club delegation that he had entrusted the investigation to Deputy Superintendent of Police, Thane-Rural, Mr Devraj, and that under the supervision of Joint CP Himanshu Roy, all necessary resources and manpower assistance from the Detection of Crime Branch – CID, and State CID would be provided.
The minister said the precise contours of the investigation would emerge in “three or four days”, and he invited Press Club officials to monitor the progress. A parallel enquiry has been ordered by Tata Group chairman Cyrus Mistry into the circumstances leading to Mr Deshpande’s death.
