JSW Group Debuts New Corporate Campaign

JSW Group, the USD11 billion Indian conglomerate has launched a new television commercial (TVC) ‘Will Of Steel’  as part of a new  brand campaign that it has embarked on. 

The TVC is based on the life of India’s first ever Gold Medalist female wrestler, Geeta Phogat, who made it to the top, against all odds, and that too in a sport that is typically male dominated and considered extremely unconventional for female athletes.  The central theme of the TVC is ‘inner strength’.

Aptly titled “Will of Steel”, the commercial is produced by Ogilvy. The TVC celebrates and showcases how human grit, determination and a steely resolve can catapult seemingly ordinary human beings to unparalleled levels of achievement and success.

Commenting on the new TVC, Mr. Seshagiri Rao, Joint Managing Director & Group CFO, said, “Geeta Phogat, displayed a rare will of steel and her efforts and life-story are the inspiration for this campaign. By showcasing Geeta’s ‘Will Of Steel’ via a mass media campaign, we hope to inspire and encourage more and more people to overcome challenges in life”.

Geeta comes from a conservative, patriarchal village, Balali in Haryana. The TVC gives a glimpse of her tough journey, how she defied societal norms, busted several myths, fought severe resistance and wrestled her way into success, all because she had the will power to achieve her dreams.

“JSW Group is one of the leading business houses of the country and the will to succeed has kept us at the forefront in the core sectors of the economy and has seen us setting newer benchmarks from time to time. Since we demonstrate ‘Will Of Steel’ in our ideology and in our actions, the concept behind the TVC resonates very well with our corporate ethos.  We hope to encourage more and more people to come forward with their own ‘Will of Steel’ stories”, added Mr. Rao.

Piyush Pandey, Chairman, Ogilvy and Mather, South East Asia said, “I am proud that Ogilvy and Mather is associated with this campaign of JSW Group which captures the spirit and power of the Indian woman. It is a great step in unleashing Indian women from the grip of our male chauvinistic society. This is only the beginning, watch out for more in this campaign.”

Sukesh Nayak, Executive creative director, Ogilvy India said, “We wanted a human story for JSW Group brand campaign. Geeta’s story was a perfect match. Her steely resolve drove her to succeed in spite of all the opposition. She is the perfect person to launch the brand through the Will Of Steel campaign.”

The 60-second TVC will air in key markets nationwide, including the states of Karnataka, Kerala, Tamil Nadu, Andhra Pradesh, Telangana, Maharashtra, Goa and West Bengal.