Rachit Vats

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.

Jindal Stainless picks Saatchi & Saatchi as creative agency
Gulve says, “The media mix has not been decided yet. Soon we will have a workshop with Saatchi & Saatchi to decide the way forward. The creative and the line of thought will be established then. However, at the moment, we are looking at establishing the brand image of the company and creating top of the mind recall.”

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.

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