BMA Stainless, a leader in manufacturing and exporting of mild steel reinforcement bars and allied products, has unveiled its latest brand film for Captain TMT. The film highlights the advantages of Captain TMT, while also paying a fitting tribute to another captain of the house, the homemaker.
The film, which has been conceptualised by Lowe Lintas Kolkata, is based on the insight that the conventional middle-class Indian homemaker is often the unsung heroine of the house, where her services are taken for granted and her importance underestimated. But this is what Captain TMT seeks to highlight as it salutes the Indian homemaker, who is the true captain and support system for the house.
Highlighting the key message behind the brand film, Avinash Agarwalla, Director, BMA Stainless Ltd said, “We wanted to take the brand beyond the ordinary to a space that a TMT bar had not explored before. That is when Lowe Lintas came up with a thought that centred around an unexpected character – the conventional middle-class Indian housewife. Relegated to mundane household functions, few ever devote a moment’s thought to the activities she carries out 24×7. The parallels between the steel bar which supports the home unseen and the woman who plays exactly the same role are drawn clearly and tellingly. A paradigm shift in the way we look at construction steel. And housewives.”
Commenting on the creative approach undertaken for the brand, Prathamesh Ghate, Group Creative Director, Lowe Lintas said: “In a category dominated by males, we wanted women to be the key influencers. There’s no denying that women have a more astute sense when it comes to making most household purchases. The task was: how do you get a woman to even notice a brand of TMT steel? We thought of paying a tribute to all homemakers. Especially those, who in spite of having the option of pursuing a successful career, actually choose to be one…”
The film has been launched pan-India on both the offline and online mediums, and will span popular mediums like television, outdoor, print, etc.
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