August 22, 2008

JSL picks Saatchi & Saatchi as creative agency

agencyfaqs reported that Jindal Stainless Limited has finally taken a decision on the creative pitch that it called in September 2006 and its choice has alighted on Saatchi & Saatchi Delhi. But the decision on the media agency is still pending.

The agencies that participated in the creative pitch included Leo Burnett, Lowe, O&M, Saatchi & Saatchi and M&C Saatchi. The first round of presentations for the creative pitch took place in the first week of September 2006, followed by a second round in October 2006. The agencies were given a brief to come up with a corporate campaign on the lines of TATA Steel and SAIL.

The report cited Mr Nitin Gulve VP marketing of JSL as saying that “The media mix has not been decided yet. Soon we will have a workshop with Saatchi & Saatchi to decide the way forward. The creative and the line of thought will be established then. However, at the moment, we are looking at establishing the brand image of the company and creating top of the mind recall.”

Mr Sanjib Dey executive VP and branch head of Saatchi & Saatchi Delhi said “Jindal Stainless has numerous business plans lined up. Even in a category such as this, distinct visibility is a prerequisite. Saatchi & Saatchi will help Jindal Stainless adopt and then display a distinct corporate image.”