Vista Communications creates campaign for Super Shakti TMT, aims to break stereotype in communication

Super Shakti TMT, the TMT brand from Kolkata-based Super Smelters Limited, has launched its new TVC to highlight its unique brand promise.

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This TVC speaks about ‘Y’ Ribbed Super Shakti TMT Bar’s superior grip with cement and RCC. This TVC is in accordance to the continuation of the last campaign based on Super Shakti’s patented ‘Y’ Ribbed technology.

This commercial depicts the story of Devloka, where all of sudden the ceiling of Royal Palace starts breaking during a dance performance by apsaras. This made King Indra angry and he asked Vishwakarna, the palace maker, for solutions. Then Vedic sage Narada suddenly appears and announces to the courtiers and the King that you need to use advance ‘Y’ Ribbed Super Shakti TMT Bar. The film ends with a happy note with the sage saying, now dance and enjoy uninterruptedly as now the palace is built with Super Shakti TMT.

Chetan Yagnik, Director, Sales and Marketing, Super Smelters Limited, said, “We have mandated the agency to communicate our product USP tactfully through a captivating film which is clutter-free and different than other brands. As a norm, the TMT Bar industry heavily relies on the influence of brand ambassadors. But we are affirmative that this differently made film will firmly communicate our brand’s strong proposition, ethos and determination.”

This TVC is conceptualised and produced by Kolkata-based Vista Communications. Following a multi-agency pitch, Vista Communications has bagged the mandate of Super Shakti TMT.

Jaya Shankar

Jaya Shankar, Creative Director and CEO, Vista Communications, said, “We are delighted that our creative idea found resonance with the Super Shakti management, who immediately entrusted us to create impactful yet striking film without any brand ambassador. After several round of focus group study coupled with deep-stick market research, we have conceived this TVC, which is clutter-breaking.”

This TVC is on air now and  running on various regional and national channels. The newly launched campaign will be supported by a series of initiatives involving a 360-degree approach spanning across print, radio, digital and BTL activities.

Super Smelters Ltd. started manufacturing operations in 1995. The registered office and corporate office of the company is in Kolkata and manufacturing unit is in Durgapur. The company produces TMT/Wire Rod in different sizes ranging from 5.5mm-12mm and a pioneer in 5.5mm wire rod manufacturing in the region. The Super Shakti TMT is now available throughout East India, UP and Rajasthan.

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