This Goel TMT film flips the baraat script to spotlight domestic abuse

New Delhi: Goel TMT’s new branded film, Band Baaja Bitiya, is getting widely shared for taking a hard, emotional look at domestic abuse and the silence families are often pushed into. 

The campaign positions “strength” as more than steel. It frames it as support that shows up when it matters.

The film stars Gajraj Rao as a father who chooses his daughter over social pressure. In a narrative twist on the traditional wedding baraat, he leads a band baaja procession not to celebrate a marriage but to bring his daughter home, challenging the “log kya kahenge” reflex that keeps many women trapped.

Goel TMT and the campaign’s makers describe the story as one of “unwavering support” and “quiet resilience”, aligning it with the brand’s stated purpose-led line that true strength is about “holding others up”. 

“As makers of steel, we believe true strength isn’t about standing tall alone. Rather, it’s about holding others up. And as a brand, that’s what we believe our purpose is. To be the torchbearers of support. The firm ground beneath someone’s feet. A strong wall to lean on,” the brand wrote on YouTube.

Goel TMT’s approach sits in a broader pattern: brands using purpose-driven storytelling to earn attention and build longer-term brand meaning, especially when media is crowded, and performance advertising is expensive.

The film is an attempt to link a brand’s product truth to a social truth. In Goel TMT’s case, the bridge is clear: strength is recast from a material attribute to a moral one, with the father’s act becoming the proof of the line the brand wants to own.