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Jindal Stainless picks Saatchi & Saatchi as creative agency
The Jindal Stainless pitch was called in September 2006. After almost a year, the steel company has decided to lock in on Saatchi & Saatchi as its advertising agency
Jindal Stainless, the flagship company of the Jindal Group, has finally taken a decision on the creative pitch that it called in September 2006, and its choice has alighted on Saatchi & Saatchi, Delhi. Nitin Gulve, vice-president, marketing, Jindal Stainless, has confirmed the development to agencyfaqs!. The decision on the media agency is still pending.
The agencies that participated in the creative pitch included Leo Burnett, Lowe, O&M, Saatchi & Saatchi and M&C Saatchi. The first round of presentations for the creative pitch took place in the first week of September 2006, followed by a second round in October. The agencies were given a brief to come up with a corporate campaign on the lines of Tata Steel and SAIL. The names of the agencies called for the media pitch could not be ascertained.
Sanjib Dey, executive vice-president and branch head, Saatchi & Saatchi, Delhi, says, “Jindal Stainless has numerous business plans lined up. Even in a category such as this, distinct visibility is a prerequisite. Saatchi & Saatchi will help Jindal Stainless adopt and then display a distinct corporate image.”
Jindal Stainless has been marketing itself in small ways till now. For instance, it has been making its presence felt through bus shelters and as a sponsor of the Hutch Delhi Half Marathon. But this is the first time the company is planning to do a full fledged advertising campaign.