Tata Tiscon joins hands with the Forestman, Jadav Payeng for a green initiative
In the late 70s, a teenager from Jorhat, saw hundreds of snakes lying dead on a sand bar by the banks of Brahmaputra. They were washed ashore by the tide, and died due to immense heat as there was no tree cover. The young man was moved. That day he decided to be the change in a world full of greed and apathy. He started planting saplings one by one and in the last 40 years transformed the sand bar into a thriving forest reserve with trees, birds, and animals. Today, we know the 1360-acre forest by his name, ‘the forest man of India’, Padma Shri Jadav ‘Molai’ Payeng.
Tata Tiscon, as a part of its Go Green initiative, has joined hands with him to raise awareness about the need to plant more trees. The company has planned a host of on-ground activities focused around children to raise awareness among the next generation of Indians. To kick-start the activity, the brand has released a digital film ‘The Song of the Forest’ on World Habitat Day on 1st October. The film celebrates Jadav Payeng’s journey through a school-play enacted by kids that makes a clarion call to each one to plant one sapling.
Mr. Sanjay S Sahni, Chief of Marketing & Sales (Branded Products & Retail), Tata Steel said, “As a socially responsible organization, Tata Steel has always deeply cared for the community we live in. Mr. Payeng is a shining example of what we can do if we set our hearts and minds about it. If one person can create a forest, imagine what all of us can do?”
Vijay Jacob, SVP and Managing Partner, J Walter Thompson, Kolkata says, “Jadav Payeng’s story is an incredibly inspiring example of how one person can make a world of a difference. We at JWT Kolkata consider ourselves extremely privileged to partner Tata Tiscon to bring this story to life.”
Arjun Mukherjee, VP & ECD, J Walter Thompson, Kolkata says, “Mr Payeng is an inspiration for all of us. We wanted to capture is honesty and simplicity in the film without being preachy. It’s the forest singing a eulogy of Mr Payeng portrayed through a school play by kids.”
Conceptualized by J Walter Thompson and produced by Frog Pond, ‘The Song of the Forest’ is released on the brand’s social media handles. Catch the full film below.
Client: Tata Tiscon
Agency: J Walter Thompson
Chief Creative Officer: Senthil Kumar
SVP & Managing Partner: Vijay Jacob Parakkal
VP & ECD: Arjun Mukherjee
Creative Director: Moeinuk Sengupta
Art Director: Sourish Mitra
VP & EBD: Ayan Chakraborty
Client Services Director: Sreeparna Gupta
Client Servicing Executive: Aditya Sinha Roy
Digital Team: Surojit Sen, Soham Sengupta, Sulakshana Goswami
Production House: Frog Pond
Director: Deepak Thomas
D.O.P: Malay Prasad