Jindal Steel launches The Steel Of India campaign, paying homage

Mumbai, 18th March 2024: Jindal Steel has launched a brand new model marketing campaign celebrating the unstoppable and steely spirit of India. The marketing campaign, titled “The Steel of India,” is a high-octane mix of visuals and music that pays tribute to metal because the silent and ubiquitous pressure driving our day by day lives.

In a fascinating two-minute movie and a sequence of highly effective portraits, Jindal Steel pays heartfelt homage to the nation by celebrating metal and the steely resolve of Indians. From the trivia of our day by day lives to the grandeur of our expansive landscapes, it captures not simply the grit and perception of our individuals but additionally the ever-growing infrastructure that mirrors the relentless progress of our nice nation. In complete, it breathes life into the proud steely resolve that powers India.

Watch the movie right here

Sabyasachi Bandhopadhyay, MD of Jindal Steel, expressed, “Our purpose was to craft one thing highly effective for India. Beyond the bodily power, we wished to showcase metal in all its glory—capturing not simply its tangible attributes however what we really stand for as a model. The strides we’ve taken as a nation made this the opportune second to rejoice the steely resolve of all Indians.”

Amrish Kondurkar, Founder and Creative Director of Kondurkar Studio, shares, “We got down to unleash the resounding, steely voice of India, encapsulating metal in its essence—grit, power, and development. Our quest for uncooked authenticity discovered an ideal expression via Ayappa Okay.M and Bharat Sikka.”

The print marketing campaign shot by Bharat Sikka options highly effective portraits of people from varied backgrounds, celebrating the unyielding resolve of Indians in a uncooked, genuine method. As for the movie, Ayappa Okay.M emphasizes the journey of metal from grit to fireside, mixing picture and music impeccably. From Jindal’s metal factories to Kerala’s Kalaripayattu, the movie traverses numerous landscapes, providing a shocking visible ode that’s rooted in tradition. Complemented by a observe composed by Sneha Khanwalkar utilizing the sounds of metal, the movie is a contemporary and authentic expertise.

Sneha Khanwalkar, identified for her modern use of area recordings, expresses, “Creating a observe with the sounds of metal was a singular problem, and I’m proud of the way it turned out.”

The marketing campaign is now being executed throughout TV, digital platforms, cinemas, billboards, and newspaper adverts.

CREDITS

● Creative: Amrish Kondurkar, Sanya Malhotra, Muskaan Jain, Ishita Sharma,

● Strategy Planning: Sohini Pani

● Business Management: Ruchika Khanna

● Film Direction: Ayappa Okay.M

● Film Production: Anand Menon, Early Man Film

● Direction of Photography: Daniel Fernandez Abello

● Editing: Aitor Bigas

● Music: Sneha Khanwalkar

● Photography: Bharat Sikka

● Print Production: Imran Khatri Production