L&K Saatchi & Saatchi bags integrated creative mandate for Jindal Steel and Power

Jindal Steel and Power Limited (JSPL) has entrusted L&K Saatchi & Saatchi with their integrated brand and communication responsibilities. The digital creative duties are also aligned with the agency’s digital wing Saatchi & Saatchi Propagate.

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L&K Saatchi & Saatchi won the mandate following a multi-agency pitch and will be managing JSPL’s flagship TMT Rebar and cement brand Jindal Panther.

JSPL has a dominant presence in the steel, power, mining and infrastructure sector. Under the leadership of Naveen Jindal.

L&K Saatchi & Saatchi stated, “The ‘sariya’ market is fraught with a large number of secondary players offering inferior quality products but gaining in market share and mindshare with the aid of celebrity endorsements. Almost every major movie and cricket star is already signed up by one or another TMT rebar brand which is typically a strong regional brand. Jindal Panther needs to distinguish itself from this clutter as a nationwide player with a far superior product made from virgin iron ore and at the most modern integrated steel plants which have established new benchmarks in global steelmaking.”

Harssha Shetty

Harssha Shetty, CMO, JSPL, said, “JSPL’s resolve to maintain market leadership in value and volume, and set new standards, continues to be the core drivers of our business and it is extremely important we work with an agency partner which shares these values and provides strategic thinking combined with pragmatic creative solutions. With L&K Saatchi & Saatchi, we aim to differentiate and create a distinctive brand in this highly crowded marketplace.”

Paritosh Srivastava

Paritosh Srivastava, Managing Director, L&K Saatchi & Saatchi, said, “We are privileged to partner an illustrious conglomerate like Jindal Steel and Power in the next phase of their growth. It’s an exciting category with a fair bit of action. We are fortunate to be backed by a superior product portfolio and a very ambitious vision at JSPL. Our mandate is to help the brand realise its true potential and business to achieve leadership in volume and value.”

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