BMA Stainless reveals who is the real Captain, in latest film by Lowe Lintas Kolkata

BMA Stainless, a leader in manufacturing and exporting of mild steel reinforcement bars & allied products, has unveiled its latest brand film for Captain TMT. The film highlights the advantages of Captain TMT, while also paying a fitting tribute to another captain of the house, the homemaker.

The film, which has been conceptualized by Lowe Lintas Kolkata, is based on the insight that the conventional middle-class Indian homemaker is often the unsung heroine of the house, where her services are taken for granted and her importance underestimated. But this is what Captain TMT seeks to highlight as it salutes the Indian homemaker, who is the true captain and support system for the house.

The film has appointed former captain of the Indian cricket team Sourav Ganguly to propagate the importance of the captain of the house, by placing her above everything else. Drawing parallels to other profession, Sourav Ganguly stresses on the moot point that running a house is not a responsibility but rather a profession.

Highlighting the key message behind the brand film, Avinash Agarwalla, Director, BMA Stainless Ltd said, “We wanted to take the brand beyond the ordinary to a space that a TMT bar had not explored before. That is when Lowe Lintas came up with a thought that centred around an unexpected character – the conventional middle-class Indian housewife. Relegated to mundane household functions, few ever devote a moment’s thought to the activities she carries out 24x7. The parallels between the steel bar which supports the home unseen and the woman who plays exactly the same role are drawn clearly and tellingly. A paradigm shift in the way we look at construction steel. And housewives.”

Like every other task, women are increasingly playing an important role in TMT steel bar purchase, which is traditionally a ‘male category’. The brand wanted to engage with her through a narrative that transcended beyond the transactional. The story revolves around the homemaker housewife as she goes about doing her daily chores right from the early break of dawn till late at night. It successfully conveys the message that the often neglected housewife too, has a full time job. The job of running the home properly. This is not only tedious, but also needs inner strength. Captain, as a brand which sells TMT, a product that is the foundation of any structure, pays tribute to the captain of the house.

Commenting on the creative approach undertaken for the brand, Prathamesh Ghate, Group Creative Director, Lowe Lintas said, “In a category dominated by males, we wanted women to be the key influencers. There’s no denying that women have a more astute sense when it comes to making most household purchases. The task was: how do you get a woman to even notice a brand of TMT steel? We thought of paying a tribute to all homemakers. Especially those, who in spite of having the option of pursuing a successful career, actually choose to be one. These women sometimes feel a societal pressure to get back to work. After all a ‘modern’, ‘liberated’ woman is supposed to have a paying job, right?

It’s about time we realize that being a homemaker, is a full time ‘job’. It's a lot of hard work. And don't let anyone tell you otherwise. By equating the strength of a woman in keeping a house together, to the core product attribute we hope to hit the right spot with this film.”

The film has been launched pan-India on both the offline and online mediums, and will span popular mediums like television, outdoor, print, etc.  

Youtube link to the film:

https://www.youtube.com/watch?v=wkYQ9xYYSpw