TATASONS TAKES A LEAD WITH DIVERSITY & INCLUSION

Company Brief

New Delhi, December -5, 2014

Delhi-based CREATIVE INC has been appointed as the agency to develop and produce an integrated campaign series on diversity and inclusion for the TATA group. The campaign was launched at a large scale event on International Women’s Day this year. The first chapter of the campaign is focused on gender diversity.

The Tata group is a global enterprise headquartered in India, and comprises over 100 operating companies, with operations in more than 100 countries across 6 continents. Employing a diverse workforce in each of their companies, many of these organizations have achieved global leadership in their businesses. Going forward, Tata companies are building multinational businesses that seek to differentiate themselves through customer-centricity, innovation, entrepreneurship, trustworthiness and diverse, value-driven business operations.

So, what is the next big step this group is poised for? Diverse leadership and beyond!

The TATA group is soon launching a communication plan that works on changing mindsets to create a more inclusive work culture - a culture where gender diversity is welcomed and the potential of what women bring to a workforce is recognized.

To meet this core objective, a multiple agency pitch was called wherein three to four agencies participated. Various agencies with diverse capabilities showcased their strengths to the brand. CREATIVE INC won it on account of a fresh approach to the subject. The go-to-market of the campaign will be across various forms of media including a 5-6 minute film supported by print, digital and on ground communication activities. “Though an internal campaign, it is designed with an objective of internalizing to externalize with the end objective of making the TATA group, a diverse, equal opportunity employer”, added the Founder & Creative Director of the agency, Charu Nathan.

The team at CREATIVE INC responsible for this account is a youthful mix of young account servicing executives and the head of copy, Bahnik Biswas. The film will be produced by the agency’s Mumbai office and directed by Abraham Cherian, the director behind many top films and commercials.

We are thrilled to have bagged this account. It is extremely interesting and challenging at the same time, as the core objective is to create a perception change at large. After all, diversity is about the mix but inclusion is about the appreciation, added Charu Nathan.

The agency specializes in innovative communication and marketing especially across the B2B platform by integrating unique informational marketing methodologies with the current media mix. Their core accounts also include

the Nova IVI Fertility (leading fertility treatment healthcare brand), NASSCOM, Healthcare at Home and Amtek to name a few.