Rediffusion DY&R, Kolkata, bags Metaljunction.com business

Following a multi-agency pitch, Rediffusion DY&R, Kolkata, has bagged both the creative and media duties for Metaljunction.com. The size of the account is pegged to be Rs 1 crore.

Speaking to agencyfaqs!, Amitava Sinha, senior vice-president, Rediffusion DY&R, Kolkata, says, “We never treated the brand like a portal or just a B2B business medium. Rather, we tried to create brand imagery for the portal. And I believe that helped us obtain an edge over the others who took part in the pitch process.”

The company plans to go with print media initially. But later, outdoor and advertising in industrial journals will also be part of the media plan. The print and the outdoor campaign for Metaljunction.com will have the theme of ‘A World Without Barriers’ and will feature Neil Armstrong and the Wright Brothers as metaphors.

For the record, Metaljunction.com is a 50:50 joint venture between SAIL and Tata Steel. The portal sells steel for the two promoter companies and also helps source all centrally procured raw materials for SAIL, such as limestone, dolomite and ferro alloys.

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