By A Correspondent
JSW Steel has unveiled a new TV campaign under the theme ‘Asli JSW Colouron+ sheet wahi jiski quality marking mithenahi’.
Conceptualised by Ogilvy & Mather, the new JSW Colouron+ TVC demonstrates the product functionalities while creating awareness on how consumers can check for authentic JSW Colouron+ sheets.
Commenting on the launch, Jayant Acharya, Director – Marketing & Commercial, JSW Steel said: “We have seen a large influx of sub-standard colour coated steel into the country in recent past. This poses multiple problems for the country – not only does it affect domestic manufacturers who have put in large amounts of capital to set-up world class facilities but it also increases the cost of infrastructure as low quality imported steel needs replacement in about two years compared to 10-20 years’ shelf life of domestically manufactured colour-coated steel. The issue becomes even more serious when these imported sheets start getting sold as counterfeit of established brands in the country deceiving consumers across segments. JSW Steel has been at the forefront of fighting this menace and we have already conducted over 40 raids in various parts of the country. Our team has innovated an in-house solution to make the product tamper proof. We are launching a TV campaign for mass education of customers – creating awareness on how to recognize genuine tamper proof JSW Colouron+ steel products.â€