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JSW Steel signs Indian cricketer Rishabh Pant as brand ambassador

New integrated campaigns to be conceptualised by Ogilvy

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MUMBAI: JSW Steel, India’s leading steel producer and the flagship company of the $14 billion JSW Group, has signed Indian cricketer Rishabh Pant as its brand ambassador to promote its steel products which include JSW Colouron+ color coated sheets & JSW Neosteel TMT bars, for a three-year period.

India, currently the second largest steel producer in the world, has embarked on a journey to enhance its steel manufacturing capacity from 142 MTPA to 300 MTPA by 2030 through the Indian National Steel Policy. India’s per capita consumption of steel currently stands at 74 Kg and is estimated to increase exponentially to 160 Kg by 2030. Compared with the world current average of 212 kg per capita, the tremendous scope and potential for growth is evident. In the last one and a half decades, Indian steel manufacturers have invested large amounts of capital in setting up state-of-the-art manufacturing facilities to produce high-end steel products to meet the exacting demands of the end-user industry. The continued growth of the Indian economy is expected to further boost India’s core economy industries with significant growth expected across infrastructure in the construction, real estate, capital goods, automobile and energy sectors. JSW Steel aims to play a significant role in India’s growth story. In its efforts to lead the growth, JSW Steel has embarked on a series of capacity expansion projects to reach 45 MTPA by FY30.

According to Parth Jindal of JSW Group, “JSW Group’s philosophy - ‘Better Everyday’ guides us to positively improve all the lives we touch. It enables us to  hold a unique and differentiated place in the minds of our customers. Our continued focus on making high quality products and ensuring that they are easily accessible to consumers across India lets us to participate in building a modern India. As a brand we believe that we are young, hungry, fearless and world class, the same traits we see in Rishabh Pant. We are thrilled to have Rishabh as our brand ambassador and have no doubt that this partnership will be beneficial and increase the recall for the JSW Neosteel and JSW Coloron+ brands.”  

Commenting on his association with JSW Steel, Rishabh Pant said, “I am very happy to partner with JSW Steel. I sincerely believe that this is the beginning of a very long and exciting association.  It makes me proud to partner with a world class company like JSW Steel whose leadership journey, innovative products and future-ready capabilities I have always admired.”

JSW Steel director (commercial marketing and corporate strategy) Jayant Acharya adds, “We welcome Rishabh Pant to JSW Steel as our partner in growth. We believe that our association with Rishabh will help create greater awareness for our products as well as differentiate the high quality product portfolio of JSW Steel. Our new marketing campaign with Rishabh Pant intends to further strengthen the recall of our branded steel products among our business customers as well as end use consumers.”

JSW Steel is planning an integrated marketing campaign for JSW Colouron+ & JSW Neosteel featuring Rishabh Pant, expected to Go-live by mid-February 2020. The marketing campaign has been conceptualised by Ogilvy & Mather and showcases product attributes whilst also featuring Rishabh Pant in an interesting and engaging way.

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