Home >> Advertising >> Article

JSW Steel’s new TVC fights against counterfeit steel

24-March-2018
Font Size   16
JSW Steel’s new TVC fights against counterfeit steel

JSW Steel, India’s leading steel producer has launched a new TV Campaign under the theme Asli JSW Colouron+ sheet wahi jiski quality marking mithe nahi.
The TV campaign is part of the company’s ongoing efforts to create mass public awareness about the menace of counterfeit in the colour-coated steel products category.

JSW Steel markets JSW Colouron+ colour-coated sheets catering to the growing consumers’ need for steel roofing. JSW Colouron+ provides high quality, differentiated and safe solution to traditional roofing products.

Conceptualized by Ogilvy, the TVC demonstrates the product functionalities while creating awareness on how consumers can check for authentic JSW Colouron+ sheets. JSW Steel has introduced a unique tamper-proof quality mark to differentiate JSW Colouron+ from substitutes sold in the Indian market.

The film was released mid-March across National and Regional TV channels.

Jayant Acharya, Director – Marketing & Commercial, JSW Steel, said: We have seen a large influx of sub-standard color coated steel into the country in recent past. This poses multiple problems for the country – not only does it affect domestic manufacturers who have put in large amounts of capital to set-up world class facilities but it also increases the cost of infrastructure as low quality imported steel needs replacement in about 2 years compared to 10-20 years’ shelf life of domestically manufactured colour-coated steel. The issue becomes even more serious when these imported sheets start getting sold as counterfeit of established brands in the country deceiving consumers across segments. JSW Steel has been at the forefront of fighting this menace and we have already conducted over 40 raids in various parts of the country. Our team has innovated an in-house solution to make the product tamper proof. We are launching a TV campaign for mass education of customers – creating awareness on how to recognize genuine tamper proof JSW Colouron+ steel products.”

JSW Steel has introduced a quality tamper-proof, non-erasable marking for JSW Colouron+ colour coated sheets which can be easily checked by the consumers at the store during purchase. JSW Steel’s quality marking differentiates its product from counterfeits as the liner marking in counterfeits can be easily erased. The company believes that such malpractices have serious implication on economic health and safety of the industry as well as individual customers.

Counterfeiting and piracy are a threat to every industry sector around the world and India is no
exception.


Sukesh Nayak, Chief Creative Officer – Ogilvy India (West), said: “In a market where no one really knows what to look for to ensure authenticity of the steel roofing sheets, JSW wanted to communicate their first of its kind set of checks to ensure authenticity of their product.
The creative plays out a humorous reaction of the customer when he is informed by the dealer about this unique testing. We had fun crafting the imagination of customer going wild as he tries to think up all possible ways to test for the authenticity.”

CREDITS:
Agency: Ogilvy Mumbai
Creative: Sukesh Nayak, Kunal Sawant, Chandni Kapur, Prasad Kulkarni, Vivek Verma
Account Planning: Ganapathy Balagopalan, Aditya Narvekar
Account Management: Harsh Bhatt, Khushbu, Sachdeva, Hansom Brewer, Siddhesh Nair
Films: Porus Khareghat, Vikas Malhotra
Production House: Code Red Films

Tags JSW Group Ogilvy & Mather

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey