CLA and AM/NS India salute the 'makers of India'

Creativeland Asia (CLA) has conceptualised and created a brand campaign 'Banaunga Main, Banega Bharat’ #BMBB for ArcelorMittal Nippon Steel India (AM/NS India), a joint venture between the world's leading steelmakers ArcelorMittal and Nippon Steel. 

Produced by Creativeland Productions, the television commercial aims to evoke collective enthusiasm for and pride in India's progress and its diverse skilled workforce, who are powering the country’s development.  

A global powerhouse of growth and innovation like India deserves a representation that does justice to its magnitude. No expenses were spared in doing so as it reflects in the exhaustive and collective efforts that went into the making of this film. Months’ worth of photorealistic CGI-intensive work shot across various cities and locations in India brought forth a spectacularly stirring result that is a befitting celebration of the range of talent and skills that contribute to the country. The reactions speak for themselves. 

The advertising film will be rolled out in the television and digital media space. Its social media component leverages the power of AI, giving the campaign a distinctive edge. 

‘Banaunga Main, Banega Bharat' #BMBB, the rousing new AM/NS India corporate film speaks to the heart of India. Created to inspire and motivate Indians everywhere, #BMBB resonates with the sentiments of progressive Indians, aligned with the vision of an ‘Aatmanirbhar Bharat’. The film reiterates AM/NS India’s ‘Make in India’ commitment, creating social empowerment and invigorating the journey to brighter futures for India. It positions AM/NS India as a pivotal force in India's path to greatness, encapsulated in its brand promise: 'Smarter Steels, Brighter Futures’. 

Highlighting India’s key sectors such as science and technology, construction and building, sustainability, and women empowerment, the campaign celebrates individuals who have played an elemental role in India's rise and pride. 

SAJAN RAJ KURUP, FOUNDER, CREATIVELAND ASIA emphasised the campaign's objective, saying, "Banaunga Main, Banega Bharat” is our way of uniting the nation by celebrating our collective victories while marching towards even bigger ones. Through this campaign, we aim to honour every individual who has made a significant contribution to our nation’s progress, and motivate many more to join the journey of making Bharat."  

BIBEK CHATTOPADHYAY, HEAD OF COMMUNICATIONS AT ARCELORMITTAL NIPPON STEEL INDIA (AM/NS INDIA), said, “We have excitedly designed the campaign 'Banaunga Main, Banega Bharat’ #BMBB in collaboration with creative partner Creativeland Asia. The film shows our commitment and passion for making India stronger. I believe the audience will resonate with the concept by seeing how ‘Skill, Dil & Steel se’ India is growing.’