INSDAG ropes in JWT Kolkata as its creative partner

Televisionpoint.com Correspondent
In an multi-agency pitch, the Institute for Steel Development and Growth (INSDAG) has roped in JWT Kolkata as its creative agency. The size of the business is about Rs 18 crore. Mindshare Kolkata will handle the media duties, while IPAN Kolkata will handle the PR.

Dr RKP Singh, Director General, INSDAG, said "We wanted a subtle campaign that would convince people about the merits of using steel for diverse applications. The creative options given by JWT Kolkata appealed to us and fitted the mandate."

Agnello Dias, National Creative Director, JWT, said "The campaign has been designed to address two clear segments: the rural and the urban. While there will be separate multimedia campaign for each audience, the creative route is one, that there is nothing as timeless and long-lasting as steel. The core message is appropriately summed up in our baseline 'Steel for life'. However, there are different executions for the two separate audiences."

It may be noted that a large potential exists in furthering the usage of steel in various segments. The Ministry of Steel along with the major steel producers of the nation (SAIL, TISCO, JVSL, ESSAR, ISPAT etc.) have promoted and established the INSDAG at Kolkata. The Institute is registered as a 'Society' in West Bengal, and is a member-based non-profit making organisation.