L&K Saatchi & Saatchi wins the integrated creative mandate for Jindal Steel and Power

L&K Saatchi & Saatchi will be managing Jindal Steel & Power Ltd's flagship TMT Rebar and cement brand Jindal Panther.

Jindal Steel and Power Limited (JSPL) has entrusted L&K Saatchi & Saatchi with their integrated brand and communication responsibilities with the digital creative duties also aligned with its digital wing Saatchi & Saatchi Propagate.

JSPL has a dominant presence in the steel, power, mining, and infrastructure sector. The on-boarding of L&K Saatchi & Saatchi is one of the key moves from JSPL to build brand leadership and consolidate its superiority in the heavily cluttered and highly competitive TMT Rebars retail market.

The ‘sariya’ market is fraught with a large number of secondary players offering inferior quality products but gaining in market share and mindshare with the aid of celebrity endorsements. Almost every major movie and cricket star is already signed up by one or another TMT rebar brand which is typically a strong regional brand. Jindal Panther needs to distinguish itself from this clutter as a nationwide player with a far superior product made from virgin iron ore and at the most modern integrated steel plants which have established new benchmarks in global steelmaking.

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Harssha Shetty, CMO, JSPL said, “JSPL’s resolve to maintain market leadership in value and volume, and set new standards, continues to be the core drivers of our business and it is extremely important we work with an agency partner which shares these values and provides the strategic thinking combined with pragmatic creative solutions. With L&K Saatchi & Saatchi, we aim to differentiate and create a distinctive brand in this highly crowded marketplace.”

Paritosh Srivastava, Managing Director, L&K Saatchi & Saatchi said on the win, “We are privileged to partner an illustrious conglomerate like Jindal Steel & Power in the next phase of their growth. It’s an exciting category with a fair bit of action, we are fortunate to be backed by a superior product portfolio and a very ambitious vision at JSPL. Our mandate is to help the brand realize its true potential and business to achieve leadership in volume and value.”

The agency will manage Jindal Panther’s integrated creative duties which will see a resurgence of their brand and communication endeavors from this year.