ArcelorMittal and Nippon Steel’s JV ArcelorMittal Nippon Steel India has launched its first corporate brand campaign, titled ‘Reimagineering’. ‘Reimagineering’, a fusion of the words reimagination and engineering - key levers that will shape India’s growth and development over the coming decades. The campaign aims to promote the AM/NS India brand as being aligned with India’s ambitions and serves as a strategic business asset to the company. The brand is accompanied by a new positioning statement: ‘Smarter Steels, Brighter Futures’. AM/NS India CEO Mr Dilip Oommen said, “As a relatively new entrant to the Indian steel industry, this campaign reflects our energy and excitement about the potential we see for our sector. AM/NS India is young and dynamic. It has a sharp focus on business planning and execution. Above all, it is a responsible steelmaker, committed to safe, sustainable, and ethical business practices, and creating value for our communities, our employees, our customers and India. I am delighted to see these qualities embodied so aptly in our Reimagineering campaign.” The theme and focus of the multi-channel campaign were determined following comprehensive research with internal and external AM/NS India stakeholders, conducted by a leading global branding agency. The new brand campaign and positioning statement also draw on the unique attributes of AM/NS India’s parent companies, which are globally recognized for their leadership in research and development, embrace of new technologies, and efforts to decarbonize the steel industry. The advertisements have been created by a leading agency Creativeland Asia (CLA), showcasing AM/NS India’s vision for futuristic steels, aligning with India’s growth strategy. The campaign will be rolled out through a 360-degree media approach which includes television, print, digital media, Out-of-home (OOH) advertising, radio, etc.