ArcelorMittal Nippon Steel India (AM/NS India) – a joint venture between ArcelorMittal and Nippon Steel – had appointed Creativeland Asia to create their corporate brand campaign.
The team at Creativeland Asia built the creative narrative for a campaign that would not just straddle AM/NS India’s vision, but also set down a marker for its future. A portmanteau was created combining ‘Reimagining’ with ‘Engineering’ – Reimagineering.
To narrate the story of how AM/NS India is Reimagineering the world, a film was scripted and made by the team at Creativeland Asia that highlights the brand promise of brighter futures, with smarter steels, for people from all walks of life.
Inspired by the forward slash in the logo, the team reinterpreted it as a ‘Jharokha’, a window into the future. Creativeland Asia also wrote a folksy song that accompanies the film, reminding people about the extraordinary aspirations each one of us harbours in our hearts. CGI work was commissioned to show the scenes of transformation unfolding across panoramic landscapes.
For the pan-India print and OOH part of the campaign, Creativeland Asia created six key visuals that take off from the stories depicted in the film, covering aspects of AM/NS India’s business. The next phase of the campaign involves a digital amplification campaign conceptualised by Creativeland Asia that leverages industry experts as influencers on social media to propound the need for Reimagineering.
Bibek Chattopadhyay, Head of Corporate Communications at ArcelorMittal Nippon Steel India, said, “We embarked on a journey almost a year back to craft the corporate identity and design for AM/NS India - a venture between ArcelorMittal and Nippon Steel. With the 360-degree campaign, entailing multiple media formats, we have unveiled a young, dynamic, smart, thoughtful, and global architecture that elevates the brand presentation. Reimagineering India - eloquently puts forth our ambitions for the market we are privileged to serve - it is essential to the concept and reflects our brand philosophy, 'Smarter Steels, Brighter Futures'.”
Sajan Raj Kurup, Founder and Chairman of Creativeland Asia, said, “AM/NS India is poised to do great things for the country with smarter steels. The idea behind Reimagineering and peering into the future through the ‘Jharokha’ is at the core of the brand’s plans. We are excited to be a part of ArcelorMittal Nippon Steel India’s journey.”
Dentsu iProspect has been mandated with the responsibility of the media planning, buying, and 360-degree dissemination of the campaign.