Velocita Brand Consultants

Client Brief

To raise awareness of Tufcon Steel’s new range of TMT bar with Rib X and high corrosion resistance technology in target markets.

Idea

Steel is seen as a commodity and purchase is defined by it’s price over other attributes. In a competitive market and with a non-differentiated product, a celebrity endorsement would help the brand get customer eyeballs and help drive sales. Flexibility and strength were key focus points in the communication and Tiger Shroff was finalized to be the face of the Tufcon Steel ‘Ab India banega tough’ campaign.  

Execution

Leveraging Tiger Shroff’s athletic and muscular physique synonymously with the product in each marketing collateral. We were able to build a perception of a higher quality steel range compared to other options in the similar price range. OOH and POS marketing materials prominently featured the face of our campaign and dealers who grossed high sales had a chance to win exclusive face time with Tiger Shroff.

Result

We were able to meet our goal of grabbing customer attention to the new range of Tufcon Steel’s offerings, the scale of their operations and their dedication to quality. After the launch of the Ab India Banega Tough campaign, the marketing team reported a 36% increase in sales in the next quarter.

Velocita Brand Consultants

Creative

  1. Pune

Services

Clients

Category Experience

Employees

51-100 Employees

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