Tata Pravesh talks of inclusivity in new campaign Raahi
The film has been conceptualised by Wunderman Thompson
Tata Steel has been known for its spirit of pioneering, one that goes beyond just products and solutions. The company’s history of many ‘firsts’ in human resources within the manufacturing sector includes 8-hour workdays, maternity leave, gratuity upon retirement, a 5-day work week amongst others.
Having broken the glass ceiling time and again, Tata Steel has onboarded 97 transgender persons in various roles till date. Such initiatives further reinforce Tata Steel’s belief in strengthening the organisation by embracing a variety of identities, thoughts and perspectives. In 2019, Tata Steel introduced a policy for LGBTQIA+ employees, urging them to enlist their partners with the Company, so as to enable them to avail all HR benefits.
The film – Raahi, conceptualised by Wunderman Thompson Kolkata – is purposefully set to a neutral corporate backdrop. It tells the story of an LGBTQIA+ individual, shunned by society but who is accepted by colleagues. The film signs off with the strong social message, ‘Acceptance can open doors’, encouraging us to open our minds - ‘#KholoMannKeDwaar’ - allowing the winds of change to air out our prejudices.
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.”
Animesh Roy, Chief Services & Solutions - Tata Pravesh, Tata Steel Ltd., said, “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.”
Talking about 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.”
Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, Kolkata, said, “Tata Steel is widely recognised for its trailblazing HR initiatives and Tata Pravesh for its thought-provoking films. This extremely relevant and topical film will encourage us to embrace LGBTQIA+ people, making them feel accepted and included in the workplaces of tomorrow.”
