The Business Bytes
TBB BUREAU
BHUBANESWAR, JUNE 9, 2022
JSW Steel, the flagship company of the multi-billion-dollar JSW Group, unveils its new campaign ‘Always Around’ to highlight the central role JSW Steel plays in our everyday lives, aligned with JSW Steel’s positioning as a Preferred Consumer Brand.
The company has kicked off an unique, first of its kind communication campaign marking a transition from its current product-based communication to master-brand storytelling.
The creative film showcases the various applications of JSW Steel in an engaging and entertaining format through the “Claymation” concept. The film shows blue and red coloured clay blocks constantly changing form to reflect the versatile nature of Steel. The film ends with the formation of the JSW Steel logo from the same pieces of clay with the tagline “Always Around”, indicating the ubiquitous presence of JSW Steel.
Commenting on the latest campaign, Parth Jindal of JSW Group, said, “Steel is all around us and as consumers, we do not realize how central Steel is in modern living. Our latest brand campaign ‘Always Around’ was conceptualized to communicate the key role JSW Steel plays in our everyday lives and it originated from multiple stakeholder insights. The core thought for the campaign was to showcase our brand philosophy in a contemporary way.”
