Tata Power takes a stand on global warming via new Rediffusion campaign
In a world grappling with the urgent need for environmental consciousness, Tata Power’s latest campaign, #SustainableIsAttainable, emerges as a poignant voice, amplifying the crucial message of respecting our planet and embracing sustainable practices. Created by Pramod Sharma, the National Creative Director at Rediffusion and director Harshik Suraiya of Vanilla Films, this advert navigates through challenges, both artistic and environmental, to deliver a powerful message.
The central metaphor in the ad unfolds as the globe, representing Earth, is detached from its stand by a forceful gust of wind. What follows is a compelling journey that symbolises the abuses humanity has inflicted upon the planet. As the globe traverses diverse terrains and is kicked around by individuals from various walks of life, each kick metaphorically contributing to environmental harm, the ad portrays the impact of our collective actions on the Earth.
Collaboration was key to bringing this concept to life and the partnership between Vanilla Films and Rediffusion was integral to the success of the project. Countless hours were invested in brainstorming sessions to meticulously plan every sequence, character and minute detail to ensure the message resonated effectively, avoiding the risk of being dismissed as just another social film.
Harshik Suraiya, the director at Vanilla Films, said: “How do we evoke empathy for a seemingly lifeless object, the globe? This question was an artistic mountain to climb. The answer revealed itself with a simple approach- treat it like a lost child in a carnival. And so, the story unfolded with shots capturing the globe’s vulnerability on bustling streets and solitary voyages through unforgiving terrains, each frame making us feel the helplessness of our planet.
“These meticulously crafted sequences became the beating heart of empathy as the characters engaged with the globe, kicking and throwing it like football, volleyball, and basketball, etc. Music had to play a major part in it; it was the lyrics and the melancholic tune that breathed life into the globe.”
The film’s ambitious scope, which sought to address the global issue of climate change, required shooting at multiple locations in India and Thailand. This decision not only added scale to the project but also provided picturesque backdrops that accentuated the urgency of the environmental message. However, the filmmaking journey turned out to be a roller-coaster ride, with the team navigating through various production challenges, including unpredictable weather conditions.
Vinit Bhatt, the producer at Vanilla Films, said: “In the face of relentless rain that persisted across India throughout our filming period, our team at Vanilla Films exhibited an extraordinary level of perseverance. We shot over 10 hours of footage, imagine the work invested.
“One of our major challenges revolved around the creation of globe replicas, each intended to emulate the characteristics of a ball. Precision was absolutely key – these globes not only had to capture an authentic feel but also needed to bounce with pinpoint accuracy. Adding a layer of complexity, they had to withstand various shooting conditions. To heighten the stakes, the production team had an incredibly tight timeline with just a couple of days to craft approximately 100 globes before the shoot. Undaunted, the team went above and beyond, putting in tireless effort day and night to bring this vision to life.”
Pramod Sharma, National Creative Director at Rediffusion, said: “Harshik and Team are a dream to work with. They leave no stone unturned to make sure that your creative idea is executed to perfection. Actually, not just perfection, they take it leaps and bounds ahead. There are directors who drive their own vision and sometimes overtake the agency’s vision. Vanilla is just like your agency’s team. An extended arm of your agency. They will humbly discuss their vision and keep discussing it with you until you are not happy. The best part is that they get it right the first time. On one end is Harshik and on the other is Vinit Bhatt. Vinit is a photographer turned producer. His creative skills are better than any director. He will make sure that every single shot Harshik shoots is done to perfection.”
As the advert gains momentum across platforms, it stands not only as a testament to the collaborative spirit of the creative industry but also as a stark reminder that sustainable living is not just an aspiration; it is an attainable goal that requires collective effort. Tata Power’s #SustainableIsAttainable is more than an advertisement—it is a call to action, urging individuals to reflect on their impact and contribute to a healthier, more sustainable future for our planet.
