Steel, zindagi bhar

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BRAND : Steel for life
AGENCY : JWT
BASELINE : Steel, zindagi bhar

DESCRIPTION : Mother and daughter are waiting for the Metro train to arrive and the daughter, who is wearing a plaster on her hand, asks her mother the reason for putting steel inside her cast. The mother says it’s because steel is strong giving her various examples. When they enter the train the girl asks a man whether the handles are made of steel and he tells her that the whole train is made of it, to which she cutely replies that there is steel even in her plaster, as steel is strong.

4Ps TAKE : Seldom before have steel ads managed to create a strong emotional connect. Well, kids always take care of that bit, don’t they! The ad powerfully communicates the USPs and weaves them brilliantly in the story-board, through the escalators, the Metro, even the cast. Bringing out the message powerfully, the single-minded focus of this ad is to strongly establish how steel impacts lives in general; and it succeeds. Quite a show of strength!

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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