NEW DELHI: Shyam Steel India has launched a TVC campaign Maksad Toh India Ko Banana Hai with the brand message that steel is just an offering, but the idea is to build the nation. The ad film stars brand ambassador Sonu Sood in the lead and has been created by Mogae Media.
Through this TVC, Shyam Steel India represents strength, flexibility, and faith of the masses with the thought process that steel is just an offering, but the ultimate idea is to build the nation. Roping in Sood, who is known for his considerate personality, enhances the brand message across the target audience. The bond Sood has created with the millions of people resonates as strong as steel, unbreakable.
The ad showcases Sood cherishing his relationships built with people during the lockdown tenure. All the love he received from people he helped makes him emotional and more connected. When relationships are built with 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.
Shyam Steel India director Lalit Beriwala said, "The TVC reflects the brand's thought in connection with Sonu's exemplary work to assist people during lockdown. Sonu was helping the same target audience, with whom we connect at the last mile. When it comes to influencing individual house builders, people at the bottom of pyramid, remains the key focus of communication. So, we believe in building long-term relationships, just as Sonu Sood did after helping people in its most difficult situation.”
"It is all about inner strength. It is something that Shyam Steel gives to the buildings and infrastructure of new India. And that’s precisely what Sonu Sood has proved during the pandemic. Both have made the thought of India first come alive very strongly. That’s what inspired us to say – Steel toh sirf ek bahana hai, maksad toh India ko banana hai,” said Mogae Media creative director Harish Arora, who ideated the campaign and executed the creatives.
Director of the TVC Vaibhav Misra (Yellow Bettle Films) summed up, "Showcasing emotion along with steel at the same time keeping Sonu’s persona humble and real was the challenge, which we are happy to achieve. The film is a fabulous team effort and working with Sonu Sood and team at Shyam Steel was an enriching experience."
