Mumbai: ArcelorMittal Nippon Steel India (AM/NS India) – a joint venture between ArcelorMittal and Nippon Steel, two of the world’s leading steelmakers – has announced the launch of a new television commercial titled 'Banaunga Main, Banega Bharat'. The campaign aims to evoke collective enthusiasm for and pride in India's progress and its diverse skilled workforce, who are powering the country’s development.  

With a focus on engaging and motivating young people, the advertising film showcases recent national triumphs that underscore India’s advancement in areas such as high value-added manufacturing, science, and technology.

Building on AM/NS India’s growing brand value, underpinned by the 'Smarter Steels, Brighter Futures’ brand promise, this initiative serves as a platform to strengthen AM/NS India’s position as a leading player in the sector. It also reflects the company's dedication to manufacturing steel which plays a fundamental role in driving the overall development of the country.

Arcelormittal Nippon Steel India (AM/NS INDIA) CEO Dilip Oommen said, “Building on our last year’s ‘Reimagineering’ campaign success, the latest endeavour reflects our unwavering commitment to contributing to a New India. In its journey towards the goal of Amrit Kaal, India is embracing steel-intensive growth through the Make in India program to ascend to new heights of prosperity. We are proud to be part of the country's progress – a bright spot in the world economy – with our brand promise 'Smarter Steels, Brighter Futures."

The advertising film has been created by Creativeland Asia, and will be rolled out by iProspect - a unit of Dentsu India - in the television and digital media space.