Steeljunction, Tata Steel’s retail initiative that was launched in 2005, has unveiled the second phase of its advertising campaign. The steel major aims to showcase steel in a new light through the Steeljunction store.
The first phase of the campaign was rolled out during the launch of the store. The second phase of the campaign was about “how much can be done in steel,” said Tania Chakrabarty, Creative Controller, O&M, Kolkata, the agency handling the account.
The focus of this campaign is two pronged. Chakrabarty said, “We have tried to showcase the range that can be possible in steel and also to retain the look which is so characteristic of steel as a metal. As steel is a very modern, sleek and suave metal, we have tried to give the creative work that particular look keeping all these properties in mind.”
Hence, items of cutlery have been used to form a necklace (to showcase the jewellery section), flasks and glasses have been placed together to form a sofa (to highlight the furniture section), utensils such as flasks, a fruit bowl and a basket have been arranged to look like a lampshade (to promote lifestyle products).
Sumit Ray, Head-Retail Initiatives, Tata Steel, said, “We think this campaign will do wonders for us. The way it manages to showcase the entire range is heartening and gratifying. I’m expecting a huge footfall.”
Since this campaign is about a local store, the medium of communication is through hoardings across the city as well as radio jingles to support the outdoor campaign.