How UrsDigitally helped Tata Agrico to deliver a powerful message about the unsung heroes of our society on the 75th Independence Day | UrsDigitally
About the Campaign:
In honour of ๐๐ณ๐๐๐ข ๐๐ ๐๐ฆ๐ซ๐ข๐ญ ๐๐๐ก๐จ๐ญ๐ฌ๐๐ฏ and to fortify the movement of โHar Ghar Tirangaโ, Tata Agrico initiated the creation of a campaign video predominantly revolving around the lines of โSocho Agar ye na hote toh kya hotaโ, which highlights the importance of the unsung heroes of our society.
About the Brand:
Tata Agrico, the oldest brand of Tata Steel, is a pioneer in superior-quality agricultural implements. Since 1925, it has been the leading manufacturer of handheld implements like hoes, shovels, sickles, crowbars, pickaxes, and hammers. These implements cater to the needs of agriculture, infrastructure, and mining sectors.
The division is constantly expanding its product offerings by launching new products and variants under different categories to provide the best of products and services to its customers.
Objective @WHY:
The brand wants to highlight the importance of the less celebrated workers in our society and to make the viewers realize that without those integral parts of our society and their tools, our daily life would be crippled. The brand goes about this concept by bringing into focus such situations like when an ambulance has a flat tire, the mechanic saves the day by fixing it in time and saving a life.ย
Campaign Nuances:
- The combination of multiple channels of activation and digital distribution
- The initiative of understanding the significance of people who contribute significantly to our societyโs well-being while not being celebrated as such.
- An on-ground activation that incorporates CSR
Campaign Deliverables:
Click on the Artifacts to view it
Campaign Approach:
- Research and perspective gathering on the contributions made by those people who donโt get the mainstream attention but without whom we would significantly suffer in various sectors of day-to-day life.ย
- Detailed research, ideation, and creation of the script and the content through animation.
- Distributing the main videos can make a video viral, so we carefully considered the distribution channels.ย
- In terms of the media strategy, it was wisely constructed & thatโs why we got overwhelmingly positive responses.
