AKS: The safety catch

Bitop Das Gupta and Salahuddin Shahed

Campaign details

Brand owner: Abul Khair Steel Mills Bangladesh Ltd
Brand: AKS
Agency: Grey Advertising Bangladesh
Country: Bangladesh
Channels used: Newspapers, Packaging and design, Television
Media budget: 500k - 1 million

Executive summary

Abul Khair Steel Mills Bangladesh Ltd was present in the steel market with their refined steel manufactured with the latest technology TMT. But they faced a serious challenge. In a market where small players dominate the market with the majority market share, how could they increase their market share? How could they involve people with the brand when the consumers feel OK with steel that is made from recycled steel or scrap and of a lower price?

They decided to rise in the market with a distinctive positioning, and aimed to increase their market share from 10% to 20% and engage the consumers more emotionally with the brand.