Campaign details

Brand: ET TMT
Brand owner: Electrotherm India
Lead agency: DDB Mudra Group
Country: India
Industries: Industrial & manufacturing
Media channels: Direct marketing, Events & experiential, Online video, Outdoor, out-of-home, Print, Radio & audio, Search marketing, Social media, Websites & microsites
Budget: Up to 500k

Executive summary

ET TMT, one of India's largest regional Thermo-Mechanically Treated (TMT) steel manufacturers, increased its brand awareness and consideration for nation-critical projects among its target audience, namely government C-Suite executives, by differentiating itself from the players.

  • In a rapidly developing country like India, where iron and steel is a critical industry, there are many outdated and archaic classifications that prevent a level playing field. Large and integrated steel companies are the preferred choice of nation-critical infrastructural projects,1 and smaller but equally efficient players like ET TMT find it difficult to compete.
  • ET TMT wanted to encourage decision-makers and influencers in the value chain to look beyond the existing brand classification of ET TMT.
  • In a category where the dominant narrative is one of 'strength', ET TMT released its brand campaign, Build It Right, which highlighted the need to approach every construction project with the 'right intentions'.
  • The campaign helped ET TMT surpass its own sales objectives by 200%. ET TMT was accepted in more than 30 nation-critical projects. This increase led to a production capacity expansion of ET TMT by 100%.

Market background and cultural context

A steel industry gripped by an archaic caste system