The client is Tata Steel, promoting its brand of premium steel TMT rebars Tata Tiscon SD.
Tata Steel Group is among the top global steel companies with an annual crude steel capacity of 27.5 million tonnes per annum (MTPA) as on March 31, 2018. It is one of the world's most geographically-diversified steel producers, with operations in 26 countries and a commercial presence in over 50 countries. The Group recorded a consolidated turnover of US $20.41 billion (INR 133,016 crore) in FY18. Tata Steel Group is spread across five continents with an employee base of over 65,000.
Tata Steel has launched its best-in-class Tata Tiscon SD (Super Ductile) rebar in the southern markets. The new rebar will replace the current product, Tiscon 500D.
The new product, made with an improved mix of carbon, sulphur, phosphorous and other alloying elements as well as post-rolling treatment, promises a stronger and more flexible rebar for the construction industry and other customers.
Tata Tiscon SD also offers more energy-absorption capacity to the building’s structure and, therefore, a higher evacuation time in case of earthquakes and other calamities.
The SD rebars guarantee more than basic characteristic strength as per BIS 1786. They offer superior properties with respect to percentage elongation, UTS/YS Ratio and is in line with international norms of ‘High Ductile’ specialty bars. Tata Steel is targeting to increase its market share by around 4-5 per cent in the five southern states.
The idea was to educate people above safe constuction. To explain them about the disadvantages of using substandard and local TMT rebars and its long term effects on the building. The direct approach to the people of various communites gave us the chance to remove misconceptions about rebars and explain the advantages of Tata Tiscon SD product.
Execution Plan : Led Van Campaingn in tier 1 & tier 2 cites of Andhra Pradesh and Telangana state.
Step 1 - To identify market places with high footfall in target cities.
Step 2 - Have a display of Led Van van at those areas, with different videos of Tata Tison SD being played on them highlighting the advantages of Tison SD over other brands.
Step 3 - Two marketing persons accompany the van, to generate leads and explain the benefits of Tiscon SD.
Step 4 - Van campaign is done near the dealer loaction and in crowrded parts of the city.
We were able to reach out to people from different walks of life and we have generated leads of all those who are interestred in the product.
Activation / Promotion / Experiential