Tata Wiron has launched a digital campaign titled #RozaanaKiDhun, (an everyday tune), saluting the spirit of every Indian who has been the force behind keeping India’s economy up and running. Conceptualised by YellowBulbs, the film aims to remind people of the individuals who have kept their spirits high even in testing times.

The film opens up to a catchy song celebrating all the efforts put in by small scale businesses on a daily basis, to provide for their families and also help the country’s economy rise during the pandemic.

Vivek Chauhan, chief of marketing and sales, Global Wires India, said, “Through #RozaanaKiDhun, we are celebrating the spirit of humans who continue to exude positivity and spirit despite challenges, even seemingly insurmountable ones like the pandemic. We see this reflected in our products as well – they enable resilience, strength in structures and ecosystems. Tata Wiron reaffirms its commitment to help strengthen, resolve and celebrate the hope of a brighter tomorrow.”

Suman Sen, director of the film and co-founder, Fickle Formula, said, “It was an exhilarating experience to travel the length and breadth of India to capture the everyday songs and silences – especially the quietude of inactivity – that slowly but steadily turned back into the melody that makes the country go round! The spirit of resurgence, revival and optimism of every Indian is what the campaign is all about.”

Added Vivek Modi, co-founder and CEO, YellowBulbs, “#RozaanaKiDhun represents the soft yet strong voices of India’s small businesses and entrepreneurs who continue to hum the tune of life with unwavering enthusiasm and awe-inspiring positivity to keep the country going stronger and brighter on the path to progress.”

The film has been released on Tata Wiron’s Facebook and YouTube channels.

Published : July 8, 2021

Actual link: https://www.campaignindia.in/video/tata-wiron-sings-everyday-praises-of-working-indians/470934