Ispat Industries Ltd has appointed Equus Red Cell its advertising partner for Ispat Steel. The win comes on the back of a multi agency pitch that saw the participation of several agencies. The account size couldn’t be ascertained at time of filing the report. There is no incumbent agency on the business.
Ispat Industries Ltd is one of the leading integrated steel makers and the largest private sector producer of hot rolled coils in India. It’s a corporate powerhouse with operations in iron, steel, mining, energy and infrastructure.
Commenting on the win, Swapan Seth, CEO, Equus Red Cell, said, “The brief that we got from Ispat Steel was that Ispat is a significant player in this space and warranted an image that connoted its size and stature. For me, personally, it’s a milestone having written ‘Ispat bhi hum banate hain’ years ago for Tata Steel.”
Seth further said, “It is an immensely well co-ordinated marketing effort as far as corporate branding is concerned. Besides being 360 degree, it is going to be about content creation led marketing across media. The entire thought of ‘Kuch baat hai Ispat mein’ is large in my estimation, and the commercial created by Rohit Chawla has partially been beta aired on DD and will soon hit the larger channels. As I said, it is an exciting category to work in, more so from a communication perspective.”