Raahil Chopra
Aug 03, 2011

Ogilvy Kolkata launches new campaign for Tata Steel

WATCH the TVCs in the 'Values Stronger Than Steel' campaign

Building on their previous advertising campaign, ‘We also make steel’ Tata Steel has rolled out a new campaign titled, 'Values stronger than steel'.

WATCH the other two TVCs



Conceived by Ogilvy Kolkata, the campaign looks to brings out Tata Steel’s commitment to upholding the values that make it unique. It presents the company’s achievers who have paved their own way to success and recognition and includes Mark Denys, research and development chief, Bachendri Pal, the head of Tata Steel Adventure Foundation, Deepika Kumari, a young talent in Archery and members of the Tejaswini Project like Asha Hansda among others. Everyone has a story to tell and they are the brand ambassadors for the campaign.

Commenting on the campaign, Sumanto Chattopadhyay, executive creative director, Ogilvy South Asia, said, “We haven’t created advertising. We have just documented the lives of members of the Tata Steel family. They tell their own stories in their own words and end up speaking volumes about the values of Tata Steel.”

H M Nerurkar, managing director, Tata Steel Limited added, “Tata Steel has always believed in values laid down by our founding fathers and has to its credit an unmatched track record in achieving industrial and community sustainability. We are growing and as we grow, we touch more and more lives of the communities we serve - shareholders, employees, partners, vendors, customers and through this campaign we wish to spread these values to all our stakeholders and to the citizens of India. Values Stronger Than Steel” is not a mere clichéd slogan but a way of life in our company. We thought that this message needed to be reflected well through our corporate campaign. We have, thus, presented before the world, how we have lived up to the benchmark we have set for ourselves.”

On the communication task, Malini Gupta, general manager Ogilvy Kolkata, said, “All that the communication had to do, to ensure top of mind relevance, was to reinforce Tata Steel’s values of Trust, Transparency and Total Community Care.”

Koustuv Chatterjee, creative partner at Ogilvy Kolkata, added, “Tata Steel as a company is a network of values. It not only inspires people around itself, it also derives its values from people around it. We simply thought of showcasing the strong personal values of people associated with the company, to bring forth the values of Tata Steel.   Since the campaign is all about real people and real life, we have created a whole new genre by making micro documentaries about such value heroes for television and other audio visual media. These were directed by documentary film makers instead of advertising directors.”

The first phase of the campaign has been rolled out across print, radio, TV, digital and outdoors. The campaign coincided with the start of the India tour of England series for which Tata Steel is co- sponsor.”


Client:  Tata Steel
Agency:  Ogilvy Kolkata
Ogilvy creative team:  Shalini Roy, Hannah Rohini Jacob Joseph, Uttaran Chaudhuri, Partha Chowdhury, Jayatsen Bhattacharya, Koustuv Chatterjee, Sumanto Chattopadhyay
Ogilvy account management: Debabrata Chakraborty, Siddhi Prada Bhattacharyya, Kuntal Biswas, Jit Lahiri, Malini Gupta
Production house: Pumpkin Media
Assistant producer: Veena Murlimohan
Line producer: Daniel Lobo/ Kiran Agarwal
Executive producer: Anuradha Sachdev
Producer: Prashant Bharadwaj
Directors: Leena Manimekalai [Tejaswini Project], Paromita Vohra [Bachendri Pal], Sujay Dahake [Mark B. Denys], Samina Mishra [Deepika Kumari]

Campaign India

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