Financial Daily from THE HINDU group of publications
Wednesday, May 04, 2005
Financial Daily from THE HINDU group of publications Wednesday, May 04, 2005 |
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Marketing
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Brands Lowe to unveil new brand identity for Jindal Steel Purvita Chatterjee
Mumbai , May 3 JINDAL Vijayanagar Steel Ltd (JVSL) has decided to appoint The Lintas Group as a full service agency for its corporate branding exercise. A new brand identity - JSW Steel - will be unleashed for the company by Lowe (the advertising arm of the Lintas Group) while its media buying will rest with Initiative Media. Without disclosing the size of the account, Mr Jayaraman, DGM, JVSL, said, "We are looking at a corporate branding exercise. After our AGM we are planning to change the name of our company as JSW Steel. Among all the agencies which pitched for our account, Lowe, we believe, will deliver what we want." O&M, McCann Erickson and Percept Advertising also pitched for the account. Meanwhile, creating a steel brand will be looked upon as challenge at Lowe, which had handled brands such as SAIL in the past. "It will be a large and challenging task for us since steel is not an end consumer brand," claims an advertising executive at Lowe. JVSL is an integrated steel plant with a hot rolling capacity of 2.5 million tonnes per annum. It is part of the $4-billion Jindal organisation.
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