The Institute for Steel Development and Growth (INSDAG) has appointed JWT Kolkata as its creative agency following a multi-agency pitch. The size of the business is estimated to be around Rs 20 crore. Mindshare Kolkata will handle the media business, while IPAN Kolkata will handle the PR.
The other agencies in the fray, short-listed on the basis of the AC Neilson agency ratings, were Lowe India, O&M, Leo Burnett, Bates India and Grey Worldwide.
INSDAG is a joint venture between the Ministry of Steel and the major steel producers in the country for promoting steel usage in various sectors. INSDAG functions on the model laid by Steel Construction Institute, UK. It is a member-based non-profit making organisation, which also undertakes substantial research and developments projects with innovative designs in steel.
Said Dr RKP Singh, Director General, INSDAG, “We wanted a subtle campaign that would convince people about the merits of using steel for diverse applications. The creative options given by JWT Kolkata appealed to us and fitted the mandate.”
According to Agnello Dias, National Creative Director, JWT, “The campaign has been designed to address two clear segments: the rural and the urban. While there will be separate multimedia campaign for each audience, the creative route is one -- that there is nothing as timeless and long-lasting as steel. The core message is appropriately summed up in our baseline ‘Steel for life’. However, there are different executions for the two separate audiences.”
Each of the TVCs have poignant situations where the common consensus that emerges is that there is nothing as strong and timeless as steel -- whether it is used in housing or in the construction of bridges. The film for the rural audience has been directed by Millind Dhaimade of Equinox, while the executions for the urban audience is by Manoj Pillai of ThinkPot.
The press campaign, which will break by the month end, will be extensions of the TVCs. The print campaign will focus on Hindi and regional publications for deeper penetration of the campaign. Apart from press and TV, the campaign will also be promoted through OOH, radio, web and interactive media. A dedicated website www.steelforlife.net is already available.