Minority to handle Jindal Panther Cement's creative duties

Jindal Steel and Power (JSPL) has appointed Minority as its strategic and creative brand partner for retail brand- Jindal Panther Cement. The mandate was awarded to Minority post a multi-agency pitch process. 

 

Krishna Kumar YV, chief executive – cement business, JSPL, “Through Jindal Panther Cement, we want to break the clutter of mere brand visibility in the cement business, and focus on a differentiated brand communication. We have very ambitious plans for the brand and in Minority we found the creative acumen to help us communicate our brand messaging. We look forward to a fruitful partnership with Minority.”  

 

Yogi Vashishta, managing partner, Minority, said, “It is an exciting brand extension opportunity to work on. We aim to leverage and channelise this brand equity to create a strong and high impact cement brand in a category crowded with plethora of brands. We look forward to build a differentiated messaging for Jindal Panther Cement brand in this largely unidimensional category."

 

Suraj Pombra, managing partner, Minority said, “We have a stellar challenge to cut through a market crammed with traditional players, and create a hi-decibel positioning for the brand. We are confident that we will be able to deliver the right messaging for brand amplification.”