Grey Mumbai to handle creative mandate for JSW Group

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | September 09, 2009

The size of the business is pegged at Rs 30 crore

Grey Mumbai has been awarded the creative duties of the JSW Group. The group includes numerous other businesses under the umbrella brand, including JSW Steel, JSW Minerals, JSW Energy, JSW Holding, JSoft Solutions and others. The agency will be responsible for the mother brand as well as the businesses under it. The size of the business is estimated to be Rs 30 crore.

Prior to this appointment, there wasn't a creative agency working on the brand, although IBD was the agency on record six months ago. IBD was on board for about eight months, after which the company went without an agency for close to six months.

The multi business conglomerate had called for a pitch, though the incumbent wasn't invited to it. Grey won over the brand during the presentations. Company spokesperson Sharmila Banerjee says, "The sheer volume and quality of work reflected their committed approach to the business."

Grey will be responsible for above the line as well as below-the-line advertising for the brand. The presentation will be carried forward as the campaign for JSW.

Recently, Grey's Delhi office won the John Keels business. Apart from food and beverages, the John Keels Group also has presences in transport, leisure, information technology, BPO, financial services, property development, plantations and investor services.

A part of the OP Jindal Group, JSW has diversified in the various verticals such as steel, energy, minerals and mining, aluminium, infrastructure and logistics, cement and information technology.