In a recent development, Tata Steel has awarded its corporate account to Genesis Advertising. Following a multi-agency pitch, the steel major has chosen Genesis to work for a corporate campaign this year.
Confirming the information, Sanjay Choudhry, Head, Corporate Communications, Tata Steel, said: “We have selected Genesis Advertising for this year’s corporate campaign. However, the buy will happen through our AOR.” The Media Edge (TME) has been handling the AOR for the group. Refusing to divulge the account size, he mentioned that the group was yet to work out strategies in detail.
A successful experimental domain for the industry biggies like O&M and JWT, the Tata Steel corporate account is now a challenge for Genesis. The agency is expected to provide media intelligence and planning solutions alongside creative services for this year’s campaign. “It feels great. Working on this pitch was a lot of fun. It is also a good example for all the not-so-large agencies aspiring to work on big brands,” said an enthused Ujjal Sinha, Genesis chief executive.
Sinha launched his brainchild in Jamshedpur, some years ago aiming to cater to the quick communication needs of the steel company. “Genesis has been working for Tata Steel for more than 10 years now. We expect their work to reflect their knowledge of the steel industry in general and the ethos of the steel company in particular,” Choudhry said.
While Genesis would look after the corporate campaign, major part of the group’s product portfolio has remained with JWT. “Apart from the work JWT have been doing in the corporate side, they will keep handling large chunk of our product and marketing advertising. We will continue to work with them on both the accounts,” illustrated the corporate communications chief of Tata Steel. Alongside JWT and Genesis, the company has Rediff, O&M and a few Calcutta-based agencies like Versus to handle different products and marketing activities.
Interestingly, the Tata Steel corporate campaign is coming up at a time when largely corporates are found more inclined towards product campaigns, rather than image building exercises. “Tata Steel has been a benchmark of corporate affairs in this country since its inception. They have successfully built a brand that is of great stature. Therefore, it’s really not so much of brand building as reiterating the philosophy,” observed the Genesis supremo.
Among the previous notable campaigns of the steel manufacturer, there are: ‘We also made steel’ by JWT, ‘The Will to work, Will to Win’ of O&M and ‘Where you come first’ from JWT. The last major corporate campaign of the group was done about three years ago. Calling it a time for a fresh, new look at things, Choudhry said: “We believe change is the only constant factor in any formula to progress and develop.”
And, how is Genesis planning to meet the desired ‘change’ factor in the client’s mind? “It’s too early to say…..we are in the midst of planning,” Sinha said with a smile. For Genesis, the Tata Steel assignment has arrived on the trail of the last success in bagging the Rs 4-crore Birla Tyres account in May.