Mumbai: Jindal Steel has launched a new brand campaign celebrating the unstoppable and steely spirit of India. The campaign, titled "The Steel of India," is a high-octane blend of visuals and music that pays tribute to steel as the silent and ubiquitous force driving our daily lives.

In a captivating two-minute film and a series of powerful portraits, Jindal Steel pays heartfelt homage to the country by celebrating steel and the steely resolve of Indians. From the minutiae of our daily lives to the grandeur of our expansive landscapes, it captures not just the grit and belief of our people but also the ever-growing infrastructure that mirrors the relentless progress of our great nation. In whole, it breathes life into the proud steely resolve that powers India.

Jindal Steel MD  Sabyasachi Bandhopadhyay expressed, "Our goal was to craft something powerful for India. Beyond the physical strength, we wanted to showcase steel in all its glory—capturing not just its tangible attributes but what we truly stand for as a brand. The strides we've taken as a nation made this the opportune moment to celebrate the steely resolve of all Indians.”

Kondurkar Studio founder and creative director Amrish Kondurkar shared, "We set out to unleash the resounding, steely voice of India, encapsulating steel in its essence—grit, strength, and growth. Our quest for raw authenticity found a perfect expression through Ayappa K.M and Bharat Sikka."  

The print campaign shot by Bharat Sikka features powerful portraits of individuals from various backgrounds, celebrating the unyielding resolve of Indians in a raw, authentic manner. As for the film, Ayappa K.M. emphasises the journey of steel from grit to fire, blending image and music impeccably. From Jindal’s steel factories to Kerala's Kalaripayattu, the film traverses diverse landscapes, offering a stunning visual ode that’s rooted in culture. Complemented by a track composed by Sneha Khanwalkar using the sounds of steel, the film is a fresh and original experience.

Sneha Khanwalkar, known for her innovative use of field recordings, expresses, "Creating a track with the sounds of steel was a unique challenge, and I am happy with how it turned out."

The campaign is now being executed across TV, digital platforms, cinemas, billboards, and newspaper ads.