Rediffusion Kolkata bags branding programme for metaljunction Services

Rediffusion Kolkata bags branding programme for metaljunction Services

Author | Indrani Sinha | Monday, Feb 27,2006 7:11 AM

Rediffusion Kolkata bags branding programme for metaljunction Services

Rediffusion DYR Kolkata has bagged the branding programme for metaljunction Services, one of India’s leading e-commerce platforms, following a multi-agency pitch in December 2005.

The new outdoor and print campaign for metaljunction has the theme of ‘A world without barriers’ and features as metaphors such pioneers and inventors like Neil Armstrong and the Wright brothers.

“As metaljunction Services embarks on an ambitious growth path, we felt the need to embark on a branding programme that will have both internal and external manifestation. We chose the concept of ‘A world without barriers’ because it articulates best our core ethos and future growth path. We are committed to leveraging our core muscles of transparency, efficiency, innovation and convenience beyond steel and coal, into new areas of activation,” explained Viresh Oberoi, Managing Director, metaljunction Services.

The company is a 50:50 joint venture of Tata Steel and Steel Authority of India Ltd, who together account for nearly 50 per cent (over 16 million tonnes) of saleable steel in the country annually. Incorporated in 2001, the objective for metaljunction was transforming the supply chains of selected industries to bring about efficiency and transparency to the way goods and services are bought and sold.

Through its constant innovations in processes and services, metaljunction has, over the years, succeeded in leveraging the power of the Internet, infotech and domain expertise to re-engineer, simplify and streamline processes across the entire steel value chain.

Today, metaljunction has traded more than 3 million tonnes of steel and 5 million tonnes of coal online. This not only makes it India’s largest e-commerce platform, but also the world’s largest e-marketplace for steel. Even the online store for selling prime steel is now a reality.

Currently, metaljunction has service offerings spanning the entire e-commerce spectrum and operates through,, and

Said Shivaji Dasgupta, Client Services Director at Rediffusion Kolkata, “Working on metaljunction presents a unique challenge and a great opportunity. Giving a sustainable brand meaning and associations to a service that is poised to do great things is an opportunity we cherish. Engaging every stakeholder through the promise of ‘A world without barriers’ is a challenge that we are looking forward to handling. We are looking at a holistic branding approach.”

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