Tata Shaktee pays an ode to the backbone of the nation with new campaign

Tata Shaktee

As part of its 20th-anniversary celebrations, on the occasion of Farmer’s Day/Kisaan Diwas, Tata Shaktee expresses a debt of gratitude to the Indian farmer through a film for digital media.

Conceptualized by Wunderman Thompson South Asia, shot by Ranjan Palit, and produced by Made in Calcutta, the film is set to a track by Mayukh-Mainak that aims to accentuate the rustic vibe while bringing alive the celebratory tone of the message by Tata Shaktee.

Commenting on the film, Satyajit Maity, Chief of Marketing BPR – B2C brands, Tata Steel Ltd. said, “As the preferred brand of roofing, Tata Shaktee has been working tirelessly for the last two decades, enabling farmers to live with pride. As we celebrate our 20th anniversary as a brand, we wanted to thank the Indian farmer for the difference that they make to countless lives.”

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Commenting on the creative concept, Arjun Mukherjee, ECD & VP, Wunderman Thompson, Kolkata, said, “Tata Shaktee and the Indian framer go back a long way. The film is a heartfelt tribute to the inner strength of those men and women who spare no effort – rain or shine, right around the year – going to great lengths to ensure that our basic needs are met.”

Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, Kolkata, said, “We have been partnering with Tata Shaktee for almost a decade over which the brand has stayed focused on the needs of the Indian farmer. This film is an acknowledgment of the invaluable contribution that farmers make towards our daily lives on the occasion of Kisaan Diwas.”


  • Client: Tata Shaktee
  • Agency: Wunderman Thompson
  • Project Head: Vijay Jacob Parakkal, Sr. VP & Managing Partner
  • Creative Team: Arjun Mukherjee, ECD & VP;
  • Partha Chowdhury, Sr. Creative Director; Tandra Chakravarty, Creative Director; Kaushik Roy, Creative Supervisor
  • Account Management: Nilanjan Sarkar, Client Services Director
  • Production house: Made in Calcutta
  • Director: Abhishek Sinha
  • Cinematography: Ranjan Palit
  • Music: Mayukh-Mainak
  • Editor: Arghyakamal Mitra