JSW Steel, the steel producer from JSW Group, has signed Indian cricketer Rishabh Pant as its brand ambassador to promote its steel products, which include JSW Colouron+ colour coated sheets and JSW Neosteel TMT bars, for a three-year period.
Parth Jindal of JSW Group said, “JSW Group’s philosophy - ‘Better Everyday’ guides us to positively improve all the lives we touch. It enables us to hold a unique and differentiated place in the minds of our customers. Our continued focus on making high-quality products and ensuring that they are easily accessible to consumers across India lets us to participate in building a modern India. As a brand, we believe that we are young, hungry, fearless and world-class, the same traits we see in Rishabh Pant. We are thrilled to have Rishabh as our brand ambassador and have no doubt that this partnership will be beneficial and increase the recall for the JSW Neosteel and JSW Colouron+ brands.”
Rishabh Pant said, “I am very happy to partner with JSW Steel. I sincerely believe that this is the beginning of a very long and exciting association. It makes me proud to partner with a world class company like JSW Steel whose leadership journey, innovative products and future-ready capabilities I have always admired.”
Jayant Acharya, Director (Commercial, Marketing and Corporate Strategy) of JSW Steel, said, “We welcome Rishabh Pant to JSW Steel as our partner in growth. We believe that our association with Rishabh will help create greater awareness for our products as well as differentiate the high quality product portfolio of JSW Steel. Our new marketing campaign with Rishabh Pant intends to further strengthen the recall of our branded steel products among our business customers as well as end use consumers.”
JSW Steel is planning an integrated marketing campaign for JSW Colouron+ & JSW Neosteel featuring Rishabh Pant, expected to Go-live this month. The marketing campaign has been conceptualised by Ogilvy & Mather and showcases product attributes while also featuring Rishabh Pant in an interesting and engaging way.
JSW Steel’s retail footprint spans across 12,000+ outlets in nearly 600 districts of India. The company is focussed on branded products, network expansion across urban and rural geographies as well as strengthening its feet-on-street presence. JSW Colouron+ sheets and Neosteel TMT bars continue to be leading brands in India. Existing retail operations contribute about 33% of JSW Steel’s overall volume, of which, nearly 50% falls within the branded product portfolio.