Indian steel giant JSW Steel has unveiled a new campaign “Always Around” to highlight the central role JSW Steel plays in our everyday lives, aligned with JSW Steel's positioning as a Preferred Consumer Brand, marking a transition from its current product-based communication to master brand storytelling. JSW Steel’s Deputy MD Mr Jayant Acharya said “JSW Steel has invested heavily in technology and always provided differentiated products to its customers. Our unwavering focus on sustainability, diverse product portfolio and superior service has enabled our customers to confidently use JSW Steel in a plethora of applications. The multi-edit campaign brings alive the universal impact of JSW Steel in an aesthetically appealing format.”The creative film showcases the various applications of JSW Steel in an engaging and entertaining format through the “Claymation” concept. The film shows blue and red coloured clay blocks constantly changing form to reflect the versatile nature of Steel. The film ends with the formation of the JSW Steel logo from the same pieces of clay with the tagline “Always Around”, indicating the ubiquitous presence of JSW Steel.The campaign, conceptualized by Ogilvy will be rolled out in an episodic manner through a 360-degree integrated campaign including TV, Digital, 00H etc.