Mother’s Day Campaign #TheCoverOverUs | Clapboard Ad Archive

#TheCoverOverUs

In 2022, Wunderman Thompson Kolkata crafted an emotionally resonant campaign titled #TheCoverOverUs for Tata Shaktee, a Tata Steel brand specializing in GC roofing sheets. Released in India around Mother’s Day, this animated film eloquently illustrates the profound bond between a mother and child, portraying a mother’s unwavering love as a protective roof sheltering her child throughout life’s various stages. The narrative is uniquely told through the eyes of the child, emphasizing the continual support and safeguarding a mother provides, reinforcing the idea that a child always remains a mother's baby regardless of age. The film beautifully captures the mutual care that evolves over time, showing how, upon reaching adulthood, the child reciprocates the protection and support for the mother. Concluding with the poignant line "Sar ke upar chhat ho tum, Maa, suraksha ki shaktee ho tum," the campaign draws a compelling parallel between the strength and reliability of Tata Shaktee roofing and a mother’s love, emphasizing durability, protection, and security. As a brand, Tata Shaktee has consistently celebrated women, and Mother’s Day serves as an ideal moment to honor mothers’ inspiring roles and to reinforce the brand’s commitment to building stronger, more resilient roofs. For nearly a decade, Wunderman Thompson Kolkata has collaborated with Tata Shaktee to deepen brand connections with consumers by tapping into heartfelt cultural moments. The campaign’s creative vision was led by Project Head Vijay Jacob Parakkal, with the creative team comprising Arjun Mukherjee, Kaushik Roy, Partha Chowdhury, Altaf Hossain, Subhrakanti Mandal, and Nuzhath Enayath. The production was executed by Light Bulb Motion Pictures, directed by Pinaki Bose, with music composed by Mayukh Mainak and vocal performances by kid singer Sufi and male singer Kinjal. Through its singular film asset, #TheCoverOverUs effectively merges Tata Shaktee’s product promise with the universal emotion of maternal love, creating a powerful and memorable narrative that resonates deeply with its audience.

Credits

Client

Tata Shaktee

Agency

Wunderman Thompson Kolkata, Wunderman Thompson

Project Head

Vijay Jacob Parakkal, Sr. VP & Managing Partner

Creative Director

Arjun Mukherjee, VP & ECD, Partha Chowdhury, Sr. Creative Director

Creative Supervisor

Kaushik Roy, Creative Supervisor, Altaf Hossain

Art Director

Subhrakanti Mandal: Art Director

Copywriter

Nuzhath Enayath: Copywriter

Account Management

Sayam Bhadra, Vice President & Client Services Director, Nilanjan Sarkar, Client Services Director, Aakruti Shah, Senior Account Executive, Trisha Bhattacharjee, Account Executive

Production House

Light Bulb Motion Pictures

Director

Pinaki Bose

Producer

Pagarav Patel, Binal Valand

Music

Mayukh Mainak

The #TheCoverOverUs campaign by Tata Shaktee, created by Wunderman Thompson Kolkata, articulates the brand’s core proposition of strength and protection through the emotional metaphor of a mother’s love as a sheltering roof. By equating maternal care to the durability and reliability of Tata Shaktee’s roofing sheets, the campaign reinforces the promise of long-lasting protection and security that the brand offers to consumers. This positions the product not just as a functional industrial commodity but as an integral part of the home’s safety and emotional foundation. The campaign insight draws on the universal and deeply resonant theme that a mother is the first and most enduring protector in a child's life, providing shelter and care throughout different life stages. By narrating this story through the child’s perspective, the campaign creates a relatable and heartfelt connection that transcends conventional industrial advertising. The creative angle is an animated film that vividly illustrates this protective bond, culminating in a culturally poignant message reinforcing Tata Shaktee’s alignment with the values of safety and emotional warmth native to Indian homes. The timing of the release around Mother’s Day leverages an occasion already associated with respect and gratitude for mothers, intensifying the campaign’s emotional impact and relevance. Targeting primarily Indian consumers in the consumer durables market, the campaign aligns the brand with family values and emotional security, positioning Tata Shaktee as a protector not only of homes but of family wellbeing. It leverages narrative storytelling and cultural sentiment to deepen brand equity in a competitive market, using animation and music to appeal across demographics. The partnership with Wunderman Thompson over a decade indicates a consistent strategic focus on reinforcing the brand’s emotional connect with its audience through culturally nuanced insights and creative storytelling.

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This campaign fits FORMAT#9 because it anchors its entire narrative in a symbolic analogy: a mother’s love is equated with a roof’s protective strength. Rather than showcasing literal product demonstrations or explicit problem-solution scenarios, the film intentionally uses the metaphor of a mother as a “roof” to represent the enduring shelter and security Tata Shaktee GC roofing sheets provide. This symbolic parallel is sustained throughout—culminating in the tagline that equates “Maa” with the protective “chhat.” All cues—animated storytelling, metaphor emphasis, visual analogy—signal a clear symbolic benefit approach rather than direct demonstration or comparative storytelling. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats