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Tata Steel Pravesh applauds ‘Mothers of Steel’ for their unsung strength

Jamshedpur, May 11: To the world, a mother is an epitome of care who nurtures and rears her child with love and affection like no other. But while she is soft within, she is strong outside. When it comes to securing her child’s future, her steely resolve allows nothing to come in the way. However, society often ignores this strength of a mother!

Shattering this stereotype, Tata Steel Pravesh, a modern-day household brand, this Mother’s Day pays tribute to mothers by celebrating their unsung side. Through #StrongLikeMom, a heartwarming digital campaign, the brand celebrates ‘Mothers of Steel’.

The campaign has been flagged off a week preceding Mother’s Day with a video going live across digital platforms to celebrate the mothers made of steel. Within 24 hours of going live, the campaign has garnered approximately 4 lakh views across Facebook, Twitter & YouTube generating a reach of approximately 1.1 million viewers.

The video beautifully showcases the strength of mothers that opens every door for her child. It showcases how mothers never display their weaknesses and always inspire their children to be strong in every situation. It celebrates the sacrifices and determination of mothers by projecting her strong core that she uses to overcome every obstacle in the way of her child.

Commenting on this occasion, Peeyush Gupta, Vice President, Steel Marketing & Sales, Tata Steel, said, “A mother is an epitome of love, warmth and strength. Pravesh’s value proposition is about a strong steely core with an appealing exterior that secures loved ones inside a house. This film salutes a mother who is fearlessly strong when it comes to her child and Mother’s Day provides a befitting occasion to celebrate her strength.”

Conceptualized by J Walter Thompson (JWT), Kolkata the video has been directed by Aditya Vikram Sengupta. Speaking on the campaign, Mr. Arjun Mukherjee, Vice President & Executive Creative Director, JWT, Kolkata said, “Mothers are made of sacrifices and strength. We wanted to bring out the steel like conviction of mothers who let nothing come in the way for the advancement of their child. And we wanted to tell the story in a gritty way, talking about real issues that mothers deal with and overcome across all sections of society.”

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