In a multi-agency pitch, Dentsu Marcom has been awarded the advertising duties of Jindal Steel.
Besides Dentsu Marcom, the other agencies, according to the executives in Marcom, in the fray include Leo Burnett, Lowe and Grey Worldwide.
Confirming the development, the corporate communications representative of Jindal Steel said that the Dentsu was awarded both the creative and media business.
As far as the size of the business is concerned, executives informed that it was "fairly large," however a figure was not forthcoming.
While the interest in the size of the business remains, the agency seems to be more excited about the scope of work the account offers.
"We are looking forward to work on the business. We have a two fold task at hand. First, we need to create sufficient awareness amongst people to inform them that Jindal Steel is actually the fastest growing steel plant in the country. And, most modern," says Rajesh Aggarwal, COO, Dentsu Marcom
And tied to this specific communication challenge is reiterating the fact that Jindal Steel is a key player in the in the emerging economy of India. In that context, the Dentsu Marcom team is working on a multi-media campaign with equal emphasis on direct marketing and below the line activities.
Partnering with an advertising agency at this juncture is understandable, as growth is the keyword for Jindal Steel. By March 2005, with an investment of Rs 2,000 crore, Jindal Steel hopes to more than double its steel production - from 1.15 million metric tonne per annum to 2.4 million metric tonne per annum.
The business objective, very clearly for Jindal Steel, is to garner a larger share of the market. From the current market share of 24 per cent, the largest coal-based sponge iron manufacturer, Jindal Steel plans to take that figure up to 40 per cent by March 2005.
Also, the company plans to extend its range of steel products. The company is currently present in the long products segment manufacturing rails, H-beams and columns under a technical services assistance agreement with JFE Engineering Corporation of Japan. The company will soon begin manufacturing of flat products.
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