L&K Saatchi & Saatchi wins creative mandate of Jindal Stainless Group
Leading stainless steel conglomerate Jindal Stainless Ltd has announced the appointment of L&K Saatchi & Saatchi as its creative Agency on Record (AoR). The appointment follows a multi-agency pitch, which was won by the Publicis Groupe-owned agency for its superior communication brief and a forward-thinking growth strategy that will bring major achievements of the organisation to the forefront.
The mandate would be managed out of the agency’s New Delhi office and would span the gamut of offline and online mediums, including television, print, outdoor, radio and digital.
Commenting on the appointment, Ajey Shiledar, CMO, Jindal Stainless Ltd, said, “We are delighted to appoint L&K Saatchi & Saatchi as our creative agency. The team took pains and initiative to understand our business, as it straddles between B2B & B2C space; and will be working closely with us to develop an impactful communication strategy for India. We are confident that the strategy will enable us to build relevance in consumer’s life for Stainless Steel as a category, expand its usage and create preference for the brand Jindal Stainless in B2C as well as B2B space.”
Anil Nair, CEO & Managing Partner, L&K Saatchi & Saatchi, added here, “The ambition of redefining a category is challenging and exciting. And we’re looking forward to doing the work that is going to do deliver that.”
Jindal Stainless is the largest stainless steel conglomerate in India and ranks amongst the top 10 stainless steel conglomerates in the world. The group is aiming at a 9 per cent growth in volumes in the current fiscal driven by rising demand for stainless steel in the automobile, railway, transport, architecture and consumer durables industries. The group sold about 1.5 million tonnes of stainless steel in FY18 (2017-18).
Abhyuday Jindal, Managing Director, Jindal Stainless Ltd, commented, “Our aim is to bring JSL close to the consumer’s heart, as a brand. We want the consumers to be aware of the versatility of the metal, the role it can play in their lives and that it is not just limited to industrial usage. This provides us with the task of reinventing the way we communicate about the brand and to do that, I whole-heartedly welcome Law & Kenneth Saatchi & Saatchi as our strategy and communication partner in creating this new approach.”