Jindal Steel has unveiled a new brand campaign titled ‘The Steel of India,’ celebrating the resilient spirit of the nation. The campaign, featuring a two-minute film and a series of portraits, pays tribute to steel as a fundamental force shaping our daily lives.
The film and portraits showcase the integral role of steel in various aspects of Indian life, from mundane tasks to monumental achievements. They highlight the unwavering determination and progress of the Indian people, as well as the vast infrastructure that symbolises the nation’s continuous development. The campaign aims to capture the essence of India’s enduring strength and progress, embodied by steel.
“Our goal was to craft something powerful for India. Beyond the physical strength, we wanted to showcase steel in all its glory—capturing not just its tangible attributes but what we truly stand for as a brand. The strides we’ve taken as a nation made this the opportune moment to celebrate the steely resolve of all Indians.”Sabyasachi Bandhopadhyay, MD, Jindal Steel, said.
“We set out to unleash the resounding, steely voice of India, encapsulating steel in its essence—grit, strength, and growth. Our quest for raw authenticity found a perfect expression through Ayappa K.M and Bharat Sikka,” Amrish Kondurkar, founder and creative director, Kondurkar Studio, said.
The print campaign, photographed by Bharat Sikka, features portraits of individuals from diverse backgrounds, highlighting the resolute nature of Indians in a genuine manner. The film, directed by Ayappa K.M, illustrates the journey of steel from production to application, incorporating visuals and music seamlessly. It showcases scenes from Jindal’s steel factories to Kerala’s Kalaripayattu, offering a visual homage rooted in cultural diversity. The film is accompanied by a track composed by Sneha Khanwalkar using steel sounds, adding a unique dimension to the experience.