TVC twist: Tata Tiscon turns engineers into heroes

Creating a home is a dream for many Indians; however, the home-building category often lacks significant engagement. People invest considerable time in selecting home designs and interiors, leaving the decision about procuring building materials primarily to the contractor. The intricacies of the category are not easily grasped by the common man. Consequently, most purchases are influenced more by peripheral advantages than the actual benefits of the products. 

Tata Tiscon, India’s largest selling TMT rebar brand from the house of Tata Steel, has released a new campaign to address this concern. Focused on the latest range of 550SD rebars, the 360-degree campaign is built around a set of three TVCs. The commercials feature a friendly, neighbourhood engineer who educates the home builders, urging them to make an informed purchase decision. The underlying message emphasizes that by exploring deeper details, one can recognize the superior qualities of Tata Tiscon 550SD as a TMT rebar.

Delving deep into the campaign, Mr. Ashish Anupam, Vice President, Long Products, Tata Steel, says: “Tata Tiscon has always striven to enable our customers to have a joyful home-building experience. This campaign attempts to guide our customers in making informed choices as they build their dream homes.”

Mr. S Karthik Narayanan, Chief of Marketing & Sales, Tata Tiscon,Retail says: “It is unfair to expect individual home-builders to have a thorough understanding of technical specifications required for selection of the right rebar. Hence, it is important for us to guide them in a customer-centric manner without overloading them with industry-specific terminologies”.