Steel gets a Human Touch
ISA unveils its advertising campaign to highlight the importance
of steel in everyday life and puts forward recommendations for short-term and long-term
growth of steel industry
Mumbai, June 7, 2004: Indian Steel Alliance (ISA), an
association of major flat steel producers in the country, today unveiled its advertising
campaign intended to strengthen the Indian steel industry and highlight the importance of
steel in day-to-day life. The campaign’s theme is ‘Magic of Steel’
and it brings to light numerous applications of steel in lives of people, which normally
go unnoticed.
Speaking at the occasion, Dr. Jamshed J. Irani, Chairman, Indian Steel Alliance, said,
“While India is one of the most cost competitive producers of steel in the world, the
per capita consumption of steel at 29 kilograms compared to world average of 140 kilograms
is one of lowest in the world. There is a large scope to increase the consumption
levels.”
Added Mr. Moosa Raza, President, Indian Steel Alliance, “Steel is the backbone of any
economy and its consumption levels are an index of economic development of a nation. Steel
industry has the fourth highest forward linkage in the Indian economy and is a major
employer generator. One lakh rupees of output in steel generates 1.3 man years of
employment.”
ISA said that as India moves ahead on the road to development, the demand for steel will
go up and steps must be taken to strengthen the Indian steel industry. Indian steel
industry can play its part in the nation’s development and also make a mark for
itself on the world map. ISA called for the following steps:
Government should continue its thrust on infrastructure reforms in the
country led by construction of airports, roads, bridges and houses. This will give a
fillip to steel consumption in the country.
Development of enabling infrastructure like highways, ports, railway
network etc that is a pre-requisite for the industry to remain efficient and attain
competitiveness.
Assured availability of raw materials such as coke at reasonable prices
for the industry through policies that contribute to development of raw material resources
within or outside the country.
The industry should be provided access to cheaper finance for capacity
expansion to meet future demand.
ISA previewed an ad film from its advertising campaign, which has been developed by Ogilvy
& Mather Advertising. Explaining the concept behind the ads, Mr. Piyush Pandey,
Executive Chairman & National Creative Director, Ogilvy & Mather, said
“People have so far associated steel only with industrial usage forgetting the role
it plays in their lives. The ad attempts to bring out steel’s association with our
lives and strengthen it further. We have used a typical everyday setting to show the magic
of steel.”
ISA plans to break its advertising campaign shortly with the television ads going on air
on major television networks.
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