Curating an inclusive workplace - Tata Steel | Clapboard Ad Archive

Curating an inclusive workplace is a film campaign by Tata Steel, crafted by Wunderman Thompson Kolkata in 2022, that underscores the brand’s pioneering legacy in human resource innovation within the industrial manufacturing sector through a focused narrative on diversity and inclusion. Rooted in Tata Steel’s history of progressive workplace policies like 8-hour workdays and maternity leave, the campaign centers on MOSAIC, the company’s five-pillar D&I framework launched in 2015, which addresses recruitment, sensitization, retention and development, infrastructure, and celebration, targeting gender diversity, persons with disabilities, affirmative action groups, and LGBTQIA+ inclusion to reach a 25% diverse workforce by 2025. The campaign’s flagship film Raahi tells the story of an LGBTQIA+ individual who faces societal rejection but ultimately finds acceptance and belonging in Tata Steel’s workplace, dramatizing how the company’s inclusive policies actively open doors for marginalized employees rather than merely serving as background context. This narrative is grounded in tangible examples such as the 22-member all-woman team at Tata Steel’s Noamundi iron mine engaged in core operational roles and the onboarding of 97 transgender employees, reinforcing the brand’s commitment to equal opportunity and breaking glass ceilings in a traditionally male-dominated industry. The film’s neutral corporate setting avoids overt self-congratulation and instead invites viewers to confront their own biases through the campaign’s social message, Acceptance can open doors, amplified by the hashtag #KholoMannKeDwaar. The understated yet emotive storytelling aligns with Tata Steel’s broader organizational goal of cultivating a workplace culture where diversity is integral to innovation and collective strength. The campaign’s strategic emphasis on lived experience and policy impact positions Tata Steel as a leader in corporate social responsibility within the Indian industrial space, while the creative approach fits Clapboard’s FORMAT#5 EXEMPLARY STORY category by making the company’s inclusive culture central to the protagonist’s journey from exclusion to affirmation. Clapboard rates this campaign 63/100. This campaign matters to the industry because it demonstrates how industrial brands can leverage authentic storytelling tied directly to progressive workplace policies to drive social change and redefine corporate identity in traditionally conservative sectors.