SAIL goes in for image makeover

With the upturn in the steel sector, the country's largest integrated iron and steel producer, Steel Authority of India Ltd (SAIL), is revisiting its seven-year old corporate image building campaign, "There's a little bit of steel in everybody's life."

The campaign, which will focus on the electronic media at a cost of a little over Rs 2 crore, will be on air for eight weeks and will be a prelude to the steel giant's brand campaign that will take off soon after.

The company's spokesperson said though the current campaign would cost only a third of the earlier campaign, SAIL wanted to assert its position as the country's largest steel maker. Currently, its capacity is three times Tata Steel's, its nearest rival.

"With the upturn in the market, we have decided to revisit this successful campaign mostly through FM radio in Delhi and Mumbai and via TV across the country. We believe the campaign had a very strong recall and hence the re-launch," said the SAIL spokesperson.

The company proposes to promote specific brands like SAIL TMT (thermo-mechanically treated) long products, with application in construction and SAIL Jyoti (galvanised steel) that is used in household products, and corrugated roof sections.

"With a market share of over 25 per cent in the domestic market, we think the time is right to re-establish both our corporate image and the brands in the coming weeks," said the spokesperson.

New campaign

• The campaign will focus on the electronic media at a cost of a little over Rs 2 crore
• It will be on air for eight weeks and will be a prelude to the steel giant's brand campaign
• With a market share of over 25%, Tata Steel feels it is the right time to re-establish its corporate image and brands