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JSW Steel’s new TVC fights against counterfeit steel

24-March-2018
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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

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