Mumbai: The leading producer and manufacturer of primary TMT bars, Shyam Steel, has launched a new TVC campaign featuring Sonu Sood. Created by Mogae Media and directed by Vaibhav Misra, the TVC comes as an extension of Shyam Steel’s "Maksad Toh India Ko Banana Hai" campaign.
Sonu Sood has become the heartthrob and role model of the nation through his humanitarian effort to help out the people in dire straits throughout the nationwide lockdown. The association between Sonu Sood and the brand reflects upon the same core value, i.e., helping people realize their dreams and build long-term relationships. The TVC campaign will be promoted through a 360-degree approach. Led by digital platforms, the TVC will be showcased on news and GEC channels in TV & cinema halls. This will be followed by outdoor and print campaigns to sustain the communication till the festive season.
It aims to send across the brand message that Shyam Steel will assist people in achieving their dream as steel is just an offering, but the idea is to build the nation.
The TVC represents the strength, flexibility, and faith of the masses with the thought that steel is just an offering but building the nation is the larger goal. Achieving one’s dream epitomises perseverance, strength and determination, which are also affiliated with Shyam Steel’s core brand philosophy. The TVC reflects on this thought process that when your dream home is built with Shyam Steel flexi-strong TMT rebars they represent a correct balance of strength and flexibility.
The TVC campaign showcases Sonu Sood at a construction site of a high-rise building where he shares his experience in achieving his dream. When one’s dreams are built upon a strong foundation, like steel, they sustain for a long-long time. Similarly, when houses are built with Shyam Steel flexi-strong TMT rebars, such houses are more sustainable. Through this TVC Shyam Steel drives across the message that the company just doesn't sell steel but assists in building the nation on a long-term basis.
Speaking on the TVC campaign launch, Shyam Steel director Lalit Beriwala said "The campaign narrative embodies the principle of what Shyam Steel stands for as a brand. We at Shyam Steel aim to build the nation by assisting people in building their dreams. The TVC reflects the brand's thoughts in connection with Sonu's exemplary work in assisting people to achieve their dreams. Through this campaign, we are looking to establish a deeper connection with our target audience.”
On associating with Shyam Steel on the TVC, Sonu Sood said “It was a wonderful experience working with Shyam Steel. Through this TVC we look forward to inspiring people to pursue their dreams and also establish the brand to connect with the audience.”
Speaking on the ideation of the campaign Mogaé Media creative director Harish Arora said “With Shyam Steel Flexi Strong TMT bars TVC, we've tried to ignite the dreams of millions of youth in this country. The youth of today is well prepared to reach the pinnacle of success in the new India. And rest of the glory was added by the exceptionally polished actor and a great human being - Sonu Sood.”
