MAM
Tata Pravesh’s steel door is #AkelaHiKaafiHai
NEW DELHI: With the aim to convince Indian customers to try out doors made of materials other than wood, Wunderman Thompson South Asia has created a quirky campaign for Tata Pravesh, selling the unique proposition of getting a steel door.
Titled #AkelaHiKaafiHai, the film features Badhai Ho fame actor Gajaraj Rao and is directed by Alok Kulkarni. The film is produced by Small Fry Productions.
The 360-degree campaign will be anchored by TV and supported by print, OOH, POS, and digital.
Wunderman Thompson India CCO Senthil Kumar said, “Wooden doors continue to be coveted in spite of their obvious drawbacks. The film aims to break the mindset of potential Tata Pravesh consumers for whom doors = wooden doors, trying to get them to question if wood is good enough. The objective is to pique their interest enough for them to enquire about Tata Pravesh steel doors with strength of steel and elegance of wood and eventually show wood the door.”
Tata Steel Ltd chief – services & solutions P Anand said, “When buying a door or window for their house, consumers in India mostly consider wood. Therefore, to establish a new category of steel doors and windows, the problems with wood needed to be brought to the forefront. The new Tata Pravesh film – 'Akela Hi Kaafi Hai' with Gajraj Rao as the brand endorser, attempts to put Tata Pravesh in the consideration set of consumers by offering a one stop solution against the drawbacks of wood.”
Wunderman Thompson, Kolkata ECD & VP Arjun Mukherjee added that the setting of the film and the characters had to resonate with consumers in tier-2 and tier-3 towns — the target audience for the brand. Driven by excellent performances from Gajraj Rao and Saanand Verma, the film makes the point that when you are opting for a wooden door you are “making a big mistake that you’ll live to regret.”
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
