JSW Steel: Will of Steel

Jayant Acharya, Vinay Shroff et al

This case study shows how JSW Steel, a steel brand, became India's highest growing steel brand, overtaking its long-running competitor.

JSW Steel: Will of Steel

Jayant Acharya, Vinay Shroff et al

Campaign Details

Brand owner: JSW GroupAgency: Ogilvy & Mather IndiaBrand: JSW SteelCountry: IndiaIndustry: Industrial manufacturing, Property constructionChannels: Cinema, Online video, TelevisionBudget: Over 20 million

Executive Summary

Steel is a category where nothing much is expected of it from communications point of view, the same old players the same old message. Most assume the entire category is B2B hence the role of communications is muted. Here is a story that is missed by mainstream marketing community, on...

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