The film has been conceptualised by Tata Wiron’s digital agency partner YellowBulbs and produced by the studio Fickle Formula

The trend in India’s CO2 emissions is of global importance. Since 2013, the country has accounted for more than half of the increase in global CO2 output.  (Carbon Brief, 2019) It is particularly challenging for emerging economies like India to ensure grow while addressing climate change-related risks.

Given the imperatives of climate change, adoption and expansion of renewable energy sources form an integral part of our pursuit of a cleaner and sustainable future. As a responsible product brand, Tata Wiron (a brand of Global Wires India, Tata Steel) is committed to the cause and is constantly striving to make this happen. Tata Wiron is enabling generation of clean sources of energy through its product applications including the majestic windmills, nuclear power plants in which LRPC wires are used, and more.

In today’s unprecedented and challenging times, when we all are eagerly and earnestly hoping for a better future, Tata Wiron brand through #JaaduKiPhirki issues a timely reminder about how human aspirations and nature can co-exist in harmony. The film makes us realise that it is as much about being aware and sensitive to our obligations towards ecosystem and environment, as it is about thoughtful innovation and meaningful development to positively transform people’s lives and enable a sustainable future.

Commenting on the film, Anurag Pandey, Chief of Marketing and Sales, Global Wires India, Tata Steel, said: “At Tata Wiron, sustainability is part of our core values and all our endeavours are aligned to this ethos. We have been contributing to enablement of clean sources of energy with our product applications ranging from windmills to nuclear power plants for some time now. With this film, we are trying to reinforce the belief that a sustainable tomorrow is possible. Stories like these will surely further this vision of tomorrow and inspire more people to join the cause.”

“This one’s a passion project, it’s a film that made itself. I strongly believe that we must move from conversation to action when it comes to the environment, and Tata Wiron has always been leading innovations for achieving a better quality of lives for its customers. As partners, we strongly believe in the brand’s vision, its product offerings and the immense possibilities that await all of us when we realise the potential of it.” says Vivek Modi, Co-Founder and CEO of YellowBulbs.

When asked about the choice of form, Suman Sen, Co-Founder, Fickle Formula, said: “The story that we are telling in this film is compelling because the truth behind it is even more so. I wanted to ensure that this sense of curiosity and creativity that inspires the brand to come up with innovative ideas forms the fabric of this film. I’ve always been fascinated by the paper cut animation style, it evokes a sense of unworldly interest. We had a wonderful experience working on the project, thanks to Tata Wiron team for their active involvement and support.”

Published : 7 June,2020

Actual link : https://www.exchange4media.com/advertising-news/tata-wiron-reaffirms-commitment-to-a-sustainable-tomorrow-with-jaadukiphirki-film-105160.html