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Tata Wiron, the largest steel wire manufacturer in India, has launched #RozaanaKiDhun, a digital film that salutes the spirit of the everyday Indian who has been the force behind keeping India’s economy up and running when everything else seemed to look uncertain and difficult.

Optimistic about the country’s ability to build a ‘Majboot India’, #RozaanaKiDhun is a celebration of a stronger tomorrow, a tomorrow that is fuelled by every Indian every day. It captures the spirit of small businesses and individuals who have continued to sing their daily songs and feed their families during these trying times and keeping the wheels of the economy turning.

The film:

The film, released on Tata Wiron’s Facebook and YouTube channels, has been conceptualised by the company’s digital agency YellowBulbs and produced by the new-age content studio Fickle Formula. The music of the video is given by the duo Mayukh-Mainak, lyrics by Varun Grover and rendered by Swanand Kirkire.

“Through #RozaanaKiDhun, we are celebrating the spirit of humans who continue to exude positivity and spirit despite challenges, even seemingly insurmountable ones like the pandemic. We see this reflected in our products as well — they enable resilience and strength in structures and ecosystems. Tata Wiron reaffirms its commitment to help strengthen, resolve and celebrate the hope of a brighter tomorrow,” said Vivek Chauhan, Chief of Marketing and Sales, Global Wires India.

“It was an exhilarating experience to travel the length and breadth of India to capture the everyday songs and silences — especially the quietude of inactivity — that slowly but steadily turned back into the melody that makes the country go round! The spirit of resurgence, revival and optimism of every Indian is what #RozaanaKiDhun is all about,” said Suman Sen, director of the film and also the Co-Founder of Fickle Formula.

“#RozaanaKiDhun represents the soft yet strong voices of India’s small businesses and entrepreneurs who continue to hum the tune of life with unwavering enthusiasm and awe-inspiring positivity to keep the country going stronger and brighter on the path to progress,” said Vivek Modi, Co-Founder and CEO, YellowBulbs.