Jindal Steel and Power Limited Introduces “The Steel of India” Campaign

Jindal Steel and Power Limited (JSPL) launches its latest campaign, “The Steel of India” with extensive airport branding across India. This campaign, designed to celebrate the enduring legacy and versatility of steel while aligning with India’s progressive journey, aims to ensure that JSPL’s commitment resonates with both the masses and classes, including global and NRI audiences traveling via major airports. As part of this initiative, a three-month-long campaign is being rolled out at Mumbai International Airport and Kolkata International Airport.

Understanding the primary objective of the “The Steel of India” campaign—to showcase the intrinsic strength and myriad applications of steel—the airport campaign has been meticulously crafted to maintain high visibility across both Mumbai and Kolkata airports. Thus, the campaign has been strategically deployed across departures and arrivals of domestic and international terminals, capturing the attention of 100% of passengers traveling nationally and internationally.

Launched across static media formats and digital platforms, the campaign boasts an iconic presence and frequency leading to high recall. Strategically targeting and re-targeting airport travellers, the campaign utilizes captivating creatives designed to leave a lasting impression.
Oxygen Infotainment played a pivotal role in bringing “The Steel of India” to life. Their expertise in crafting engaging narratives and deploying effective media strategies has been instrumental in the campaign’s success.

Sabyasachi Bandyopadhyay, Managing Director of Jindal Steel and Power Limited, shared his insights on the campaign, stating, “Our aim was to create something impactful for India. Beyond showcasing physical strength, we wanted to highlight steel in all its glory—capturing not just its tangible attributes but also what we truly stand for as a brand. The progress we’ve made as a nation made this the perfect moment to celebrate the steely resolve of all Indians.”

“‘The Steel of India’ is a landmark campaign designed to elevate the brand’s presence and significance in the country. Airports, being premium destinations for advertising, perfectly complement the stature of the communication and the brand. JSPL has meticulously identified media formats that complement the 360-degree campaign, and we are delighted to be part of such a powerful initiative,” shares Sumit Chadha, Airport Business Head, Times OOH. Times OOH offers comprehensive media solutions across airports, metro stations, and street furniture in India and Mauritius.