Jindal Stainless has launched its inaugural brand campaign ‘Jindal Saathi Seal Hai, Toh Asli Stainless Steel Hai’ featuring Bollywood actor Ranveer Singh. The campaign aims to transition the company from a B2B focus to a more consumer-centric approach, highlighting the Jindal Saathi Seal as a mark of authenticity for stainless steel products.
The campaign introduces a high-energy musical anthem composed by Amit Trivedi, aiming to make the brand message both engaging and memorable. The campaign film, centred around the Pipes & Tubes category, underscores the importance of authenticity in stainless steel products, which are widely used in sectors such as infrastructure and construction.
The Jindal Saathi Seal, a co-branding initiative, assures consumers of the authenticity and quality of products. It features a distinctive seal with the logos of Jindal Stainless and its authorised partners, ensuring that only genuine products reach consumers.
The brand film showcases Ranveer Singh in a dynamic stainless steel world, with choreography symbolising the Jindal Saathi Seal network, which includes fabricators and partners. The film emphasises stainless steel’s role in everyday life and concludes with Singh delivering the campaign’s core message.
Managing Director Abhyuday Jindal commented on the campaign, stating that it addresses the challenge of counterfeit products in the market by promoting transparency and trust. Director of Corporate Affairs and Marketing, Vijay Sharma, added that the initiative empowers consumers to make informed decisions by introducing a credible marker of quality.
The campaign will be rolled out in phases across various media platforms, including social, digital, OOH, and print, to maximise reach and engagement.
Disclaimer: This article is based on a regulatory filing submitted to the National Stock Exchange of India (NSE).