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Tag: corporate campaign

  • JSW Steel rolls out new corporate campaign ‘Always Around’

    JSW Steel rolls out new corporate campaign ‘Always Around’

    Mumbai: The flagship company of JSW Group, JSW Steel has unveiled its new campaign ‘Always Around’. Conceptualised by Ogilvy, the campaign will be rolled out in an episodic manner through a 360-degree Integrated campaign including TV, Digital, OOH etc.

    The first of its kind of campaign, it highlights the central role JSW Steel plays in our everyday lives, aligned with JSW Steel’s positioning as a preferred consumer brand.

    The campaign marks a transition from its current product-based communication to master-brand storytelling.

    The creative film showcases the various applications of JSW Steel in an engaging and entertaining format through the “Claymation” concept. The film shows blue and red coloured clay blocks constantly changing form to reflect the versatile nature of Steel.  The film ends with the formation of the JSW Steel logo from the same pieces of clay with the tagline “Always Around”, indicating the ubiquitous presence of JSW Steel.

    Commenting on the campaign launch, JSW Group’s Parth Jindal said, “Steel is all around us and as consumers, we do not realize how central Steel is in modern living. Our latest brand campaign ‘Always Around’ was conceptualized to communicate the key role JSW Steel plays in our everyday lives and it originated from multiple stakeholder insights. The core thought for the campaign was to showcase our brand philosophy in a contemporary way.”

    Adding to it, JSW Steel deputy MD Jayant Acharya said, “JSW Steel has invested heavily in technology and always provided differentiated products to its customers. Our unwavering focus on sustainability, diverse product portfolio and superior service has enabled our customers to confidently use JSW Steel in a plethora of applications. The multi-edit campaign brings alive the universal impact of JSW Steel in an aesthetically appealing format.”  

    Ogilvy India chief creative officer Sukesh Nayak said, “JSW Steel today is a part of almost everything in our lives, from packaging to mobility. ‘Always Around’ is a platform for the same. The visual manifestation of the idea beautifully brings to life how JSW is truly all around us.”

  • ‘We’ve Got Your Back’ assures Lenovo in new corporate campaign

    ‘We’ve Got Your Back’ assures Lenovo in new corporate campaign

    Mumbai: Lenovo has launched its new corporate campaign called ‘We’ve Got Your Back!’ to showcase the impact that the brand has on different aspects of India. This latest campaign is created and conceptualised by The Womb.

    The campaign highlights this untold and unknown aspect of the brand, further strengthening the brand love Lenovo enjoys in India. “The campaign celebrates the softer but extremely integral side of brand Lenovo; simple stories bring to the forefront Lenovo’s efforts towards building a sustainable tomorrow, empowering teachers, and students alike in the remotest of locations,” said the statement.

    “Bringing it all together, the campaign thought #GotYourBack showcases the perspectives of varied people whose lives Lenovo has touched,” it added.

    “The campaign highlights surprising and unusual truths through the perspective of the unlikeliest people who depend on Lenovo,” said  The Womb founding partner Navin Talreja. “‘We got your back” is a beautifully shot visual treat served in the form of four beautiful stories, that take the audience on a journey of Lenovo serving the community, environment and its many stakeholders.”

    “It’s easy to bring out emotions through the face, but in this campaign, we needed to land our idea through the backs. It was quite a challenge, but I think we’ve done a great job of it,” stated The Womb creative head Suyash Khabya. “We wanted to keep the stories real. So we shot in the Puducherry Lenovo factory. We shot the teachers in Meghalaya. We shot kids in the jungles. And that’s why the films appear so authentic. In fact, even the static has come out magically beautiful.”  

    “The Womb team has done a fantastic job to give voice and life to the many stories that define Lenovo’s commitment in India and across the world,” said Lenovo India CMO (India and South Asia) Amit Doshi. “The films have, of course, been shot wonderfully and hold a place of pride for us. However, the effort goes well beyond that and includes countless hours spent together in unearthing these stories and uncovering the human emotions central to each of them.”