AM/NS India's new ad explores the possibilities of 'reimagineering'
This is AM/NS India's first corporate campaign
When ArcelorMittal Nippon Steel India (AM/NS India) – a joint venture between ArcelorMittal and Nippon Steel, two of the world’s leading steelmakers – appointed Creativeland Asia to create their first-ever corporate brand campaign, the team decided to redefine the ask.
The team at Creativeland Asia built the creative narrative for a campaign that would not just straddle AM/NS India’s vision, but also set down a marker for its future. It soon became clear that the message would have to combine world-class engineering expertise with the power of re-imagination. A portmanteau was created combining ‘Reimagining’ with ‘Engineering’ – Reimagineering.
To narrate the story of how AM/NS India is Reimagineering the world, a film was scripted and made by the team at Creativeland Asia that highlights the brand promise of brighter futures, with smarter steels, for people from all walks of life. Inspired by the forward slash in the logo, the team reinterpreted it as a ‘Jharokha’, a window into the future. Creativeland Asia also wrote a lilting, folksy song that accompanies the film, reminding us about the extraordinary aspirations each of us harbours in our hearts. Stunning CGI work was commissioned to show the scenes of transformation unfolding across panoramic landscapes. The result is a statement piece worthy of anchoring the entire corporate brand campaign.
For the pan-India print and OOH part of the campaign, Creativeland Asia created six key visuals that seamlessly take off from the stories depicted in the film, covering aspects of AM/NS India’s business. The next phase of the campaign involves a digital amplification campaign conceptualised by Creativeland Asia that leverages industry experts as influencers on social media to propound the need for Reimagineering.
Speaking about the new campaign, Bibek Chattopadhyay, Head of Corporate Communications at ArcelorMittal Nippon Steel India, said, “We embarked on a journey almost a year back to craft the corporate identity and design for AM/NS India - a venture between ArcelorMittal and Nippon Steel. With the 360-degree campaign, entailing multiple media formats, we have unveiled a young, dynamic, smart, thoughtful, and global architecture that elevates the brand presentation. Reimagineering India - eloquently puts forth our ambitions for the market we are privileged to serve - it is essential to the concept and reflects our brand philosophy, 'Smarter Steels, Brighter Futures'.”
Expressing his pride in the way the campaign has shaped up, Sajan Raj Kurup, Founder & Chairman of Creativeland Asia, said: “AM/NS India is poised to do great things for the country with smarter steels. The idea behind Reimagineering and peering into the future through the ‘Jharokha’ is at the core of the brand’s plans. We are excited to be a part of ArcelorMittal Nippon Steel India’s journey.”
Dentsu iProspect has been mandated with the responsibility of the media planning, buying, and 360-degree dissemination of the campaign.
It is pertinent to note here that this is AM/NS India's first corporate campaign. The campaign's objective is to raise awareness and build imagery of a global new-age steel manufacturer committed to creating a brand-new future for the industry, people, and the planet. iProspect India has created a multi-media campaign architecture with an aim to accelerate the brand's key vision in the market. The campaign covers key touchpoints such as television with dominance in the news genre and front jackets in leading English and vernacular dailies to drive credibility. As a result, AM/NS India is associated with the ongoing FIFA World Cup as one of the digital sponsors. The campaign also drives conversations through social media touchpoints, 60-second musical spot-on radio, and innovative OOH executions to bring the brand propositions of 'Reimagineering' and 'Smarter Steels, Brighter Futures' to life.
Speaking on the campaign, Bibek Chattopadhyay, Head - Communications, ArcelorMittal Nippon Steel India said, “We embarked on a journey almost a year back to craft the corporate identity and design for AM/NS India - a venture between ArcelorMittal and Nippon Steel, two of the most valued brands in the metal and mining space worldwide. With the 360-degree campaign, entailing media formats, we unveil a Young, Dynamic, Smart, Thoughtful, and Global architecture that elevates the brand presentation. Reimagineering - one world that eloquently puts forth our ambitions for the market we are privileged to serve - is rudimentary to our concept and reflects our brand philosophy, 'Smarter Steels, Brighter Futures'.”
Vinod Thadani, CEO, iProspect and Chief Digital Growth Officer, dentsu Media added, “We are extremely proud to be part of this amazing campaign. The beauty of the campaign is in synchronization of 6 very impactful KVs, a powerful and visually delighted TVC with melodious background score and multiple format renditions across touchpoints. We planned the campaign such a way so that each touchpoint complement each other to establish the core proposition of the brand. I am confident post this campaign, AM/NS brand awareness will be enhanced significantly.”
