ITV

Tag: Maksad Toh India Ko Banana Hai

  • Shyam Steel unveils new TVC with Sonu Sood

    Shyam Steel unveils new TVC with Sonu Sood

    Mumbai: The leading producer and manufacturer of primary TMT bars, Shyam Steel, has launched a new TVC campaign featuring Sonu Sood. Created by Mogae Media and directed by Vaibhav Misra, the TVC comes as an extension of Shyam Steel’s “Maksad Toh India Ko Banana Hai” campaign.  

    Sonu Sood has become the heartthrob and role model of the nation through his humanitarian effort to help out the people in dire straits throughout the nationwide lockdown. The association between Sonu Sood and the brand reflects upon the same core value, i.e., helping people realize their dreams and build long-term relationships. The TVC campaign will be promoted through a 360-degree approach. Led by digital platforms, the TVC will be showcased on news and GEC channels in TV & cinema halls. This will be followed by outdoor and print campaigns to sustain the communication till the festive season.   

    It aims to send across the brand message that Shyam Steel will assist people in achieving their dream as steel is just an offering, but the idea is to build the nation.  

    The TVC represents the strength, flexibility, and faith of the masses with the thought that steel is just an offering but building the nation is the larger goal. Achieving one’s dream epitomises perseverance, strength and determination, which are also affiliated with Shyam Steel’s core brand philosophy. The TVC reflects on this thought process that when your dream home is built with Shyam Steel flexi-strong TMT rebars they represent a correct balance of strength and flexibility.

    The TVC campaign showcases Sonu Sood at a construction site of a high-rise building where he shares his experience in achieving his dream. When one’s dreams are built upon a strong foundation, like steel, they sustain for a long-long time. Similarly, when houses are built with Shyam Steel flexi-strong TMT rebars, such houses are more sustainable. Through this TVC Shyam Steel drives across the message that the company just doesn’t sell steel but assists in building the nation on a long-term basis.

    Speaking on the TVC campaign launch, Shyam Steel director Lalit Beriwala said “The campaign narrative embodies the principle of what Shyam Steel stands for as a brand. We at Shyam Steel aim to build the nation by assisting people in building their dreams. The TVC reflects the brand’s thoughts in connection with Sonu’s exemplary work in assisting people to achieve their dreams. Through this campaign, we are looking to establish a deeper connection with our target audience.”

    On associating with Shyam Steel on the TVC, Sonu Sood said “It was a wonderful experience working with Shyam Steel. Through this TVC we look forward to inspiring people to pursue their dreams and also establish the brand to connect with the audience.”

    Speaking on the ideation of the campaign Mogaé Media creative director Harish Arora said “With Shyam Steel Flexi Strong TMT bars TVC, we’ve tried to ignite the dreams of millions of youth in this country. The youth of today is well prepared to reach the pinnacle of success in the new India. And rest of the glory was added by the exceptionally polished actor and a great human being – Sonu Sood.”

  • Sonu Sood holds forth on nation building in Shyam Steel TVC

    Sonu Sood holds forth on nation building in Shyam Steel TVC

    NEW DELHI: Shyam Steel India has launched a TVC campaign Maksad Toh India Ko Banana Hai with the brand message that steel is just an offering, but the idea is to build the nation. The ad film stars brand ambassador Sonu Sood in the lead and has been created by Mogae Media.

    Through this TVC, Shyam Steel India represents strength, flexibility, and faith of the masses with the thought process that steel is just an offering, but the ultimate idea is to build the nation. Roping in Sood, who is known for his considerate personality, enhances the brand message across the target audience. The bond Sood has created with the millions of people resonates as strong as steel, unbreakable.

    The ad showcases Sood cherishing his relationships built with people during the lockdown tenure. All the love he received from people he helped makes him emotional and more connected. When relationships are built with strong foundation, like steel, they sustain for a long-long time. Similarly, when houses are built with Shyam Steel flexi-strong TMT rebars, such houses are more sustainable.

    Shyam Steel India director Lalit Beriwala said, “The TVC reflects the brand’s thought in connection with Sonu’s exemplary work to assist people during lockdown. Sonu was helping the same target audience, with whom we connect at the last mile. When it comes to influencing individual house builders, people at the bottom of pyramid, remains the key focus of communication. So, we believe in building long-term relationships, just as Sonu Sood did after helping people in its most difficult situation.”

    “It is all about inner strength. It is something that Shyam Steel gives to the buildings and infrastructure of new India. And that’s precisely what Sonu Sood has proved during the pandemic. Both have made the thought of India first come alive very strongly. That’s what inspired us to say – Steel toh sirf ek bahana hai, maksad toh India ko banana hai,” said Mogae Media creative director Harish Arora, who ideated the campaign and executed the creatives.

    Director of the TVC Vaibhav Misra (Yellow Bettle Films) summed up, “Showcasing emotion along with steel at the same time keeping Sonu’s persona humble and real was the challenge, which we are happy to achieve. The film is a fabulous team effort and working with Sonu Sood and team at Shyam Steel was an enriching experience.”