Jindal & #BANNER1 & # Industries has appointed Contract Advertising its creative partner. The company deals in galvanised steel pipes and is a premium brand in the steel pipes industry.
The size of the business is estimated to be Rs 3-5 crore. This is the first time that Jindal Industries has hired an agency for advertising services.
Besides Contract Advertising, Dentsu, O&M and the Delhi based Bounce Design also participated in the pitch, which had two rounds of presentations.
Jindal Industries, founded in early sixties, is one of the first companies set up by Late O.P. Jindal. The company manufactures steel pipes and markets it under the brand name of Jindal Hissar. It is a strong player in the Northern region, but now plans to expand across other parts of the country and launch some new products.
Randhir Singh, manager, marketing communications, Jindal Industries, says, "This is a very low-involvement category. Previously, our primary target was the trade, which included dealers, architects and plumbers. But now the primary target group will be the consumers; the trader will be treated as a second target."
Traditional media, including print, television and radio, will be used for communication.
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