~ Applauds ‘Mothers of Steel’ for their unsung strength through this campaign ~

To the world, a mother is an epitome of care who nurtures and rears her child with love and affection like no other. But while she is soft within, she is strong outside. When it comes to securing her child’s future, her steely resolve allows nothing to come in the way. However, society often ignores this strength of a mother!

Shattering this stereotype, Tata Steel Pravesh, a modern-day household brand, this Mother’s Day pays tribute to mothers by celebrating their unsung side. Through #StrongLikeMom, a heartwarming digital campaign, the brand celebrates ‘Mothers of Steel’.

The campaign has been flagged off a week preceding Mother’s Day with a video going live across digital platforms to celebrate the mothers made of steel. Within 24 hours of going live, the campaign has garnered approximately 4 lakh views across Facebook, Twitter & YouTube generating a reach of approximately 1.1 million viewers.

The video beautifully showcases the strength of mothers that opens every door for her child. It showcases how mothers never display their weaknesses and always inspire their children to be strong in every situation. It celebrates the sacrifices and determination of mothers by projecting her strong core that she uses to overcome every obstacle in the way of her child.
 
Commenting on this occasion, Mr. Peeyush Gupta, Vice President, Steel Marketing & Sales, Tata Steel, said, "A mother is an epitome of love, warmth and strength. Pravesh's value proposition is about a strong steely core with an appealing exterior that secures loved ones inside a house. This film salutes a mother who is fearlessly strong when it comes to her child and Mother’s Day provides a befitting occasion to celebrate her strength.”

Conceptualized by J Walter Thompson (JWT), Kolkata the video has been directed by Aditya Vikram Sengupta. Speaking on the campaign, Mr. Arjun Mukherjee, Vice President & Executive Creative Director, JWT, Kolkata said, “Mothers are made of sacrifices and strength. We wanted to bring out the steel like conviction of mothers who let nothing come in the way for the advancement of their child. And we wanted to tell the story in a gritty way, talking about real issues that mothers deal with and overcome across all sections of society.”

Catch the full story on: Website: http://www.tatasteel.com/campaigns/stronglikemom/
Facebook: https://www.facebook.com/tatapravesh/
Twitter: https://twitter.com/TataPravesh | YouTube: https://www.youtube.com/watch?v=QKYg1NpY1Nc

About Pravesh
Pravesh is the new cutting-edge brand of steel doors & windows with wood finish from Tata Steel. Pravesh delivers product for a secure living with doors that come with the assurance of strength, durability, no-maintenance and resistance to termites and fire. Pravesh doors are a complete solution with accessories comprising high-quality branded locking systems, eyehole, door closer, secondary lock with door delivery and free installation. Consumers can further choose from 35 elegant designs. Brand Pravesh won 2018 ET Now award for Best Online Marketing Campaign of the year and Best use of social media. Pravesh is now a pan-India brand with over 2000 dealers.

About Tata Steel
Tata Steel Group is among the top global steel companies with an annual crude steel capacity of 27.5 million tonnes per annum (MTPA) as on March 31, 2017. It is the world's second-most geographically-diversified steel producer, with operations in 26 countries and a commercial presence in over 50 countries. The Group recorded a consolidated turnover of US $18.12 billion (INR 117,420 crore) in FY17. Tata Steel Group is spread across five continents with an employee base of nearly 70,000. Having bagged the Deming Application Prize and Deming Grand Prize for continuous improvement in 2008 and 2012 respectively, Tata Steel has now been recognised as the global ‘Industry Leader’ in ‘Steel category’ by Dow Jones Sustainability Index (2015). Besides being a member of the World Steel Climate Action Programme, Tata Steel has also been felicitated with several awards including the Prime Minister’s Trophy for the best performing integrated steel plant for 2013-14 (received in 2017), Best Risk Management by CNBC TV18 (2016), ‘Best-in-class Manufacturing’ award from TIME India (2016) and the ‘Most Ethical Company’ award from the Ethisphere Institute (2016), IIM Sustainability Award (2015), among several others.

Disclaimer
Statements in this press release describing the Company’s performance may be “forward looking statements” within the meaning of applicable securities laws and regulations. Actual results may differ materially from those directly or indirectly expressed, inferred or implied. Important factors that could make a difference to the Company’s operations include, among others, economic conditions affecting demand/ supply and price conditions in the domestic and overseas markets in which the Company operates, changes in or due to the environment, Government regulations, laws, statutes, judicial pronouncements and/ or other incidental factors.