By A Correspondent

Tata Tiscon has unveiled a new category of communication with J Walter Thompson through a new story – Be the Light.

Said Sanjay S Sahni, Chief of Marketing & Sales (Branded Products & Retail), Tata Steel: “As an integral part of most Indian homes and true to our endeavor to continuously better ourselves, we wanted to find a new meaning of Strength today. We wish for the new home builders to understand and appreciate the need to cultivate the true value of strong homes- the ability to bring happiness to the lives living in it. We believe that is true joy of building”

Added Sarvesh Kumar, Chief of Marketing (Branded Products & Retail), Tata Steel: “It’s a lovely concept that builds on the joy that festivity brings to people’s lives, especially the ones who are lonely and alone”

Said Vijay Jacob, SVP and Managing Partner, J Walter Thompson, Kolkata: “Tata Tiscon has a special place in our hearts, we have carefully nurtured this brand from inception to this point where it has taken an important step of adopting an inclusive brand philosophy – The Joy of Building.”