After a gap of eight years, the country's largest steel producer, SAIL, is back in the campaigning mode.
Having already initiated a brand recall exercise by bringing back its old favourite: "There is a little bit of SAIL in everybody's life," the company is now planning a do complete image makeover in the next few years.
The exercise will be keeping in tune with the corporate plan to double capacity to 20 million tonnes by 2012 at an investment of Rs 25,000 crore.
The brand positioning exercise is expected to be finalised in six to eight months and will be followed by sustained ad-spend.
"For eight long years we were silent. The corporate branding promos, which are on the air now, were created way back in 1995-96 and were taken off once SAIL went into a bad patch beginning 1997," a company spokesperson said.
"We are running the same promos to help people recall the brand once again.
"Once the exercise gains momentum, we will launch our new brand positioning campaign," he added.