Tata Steel launches 360° campaign with Rs 50 cr estimated spend

Mumbai : Tata Steel has undertaken a 360 degree approach for its latest campaign, titled ‘Values stronger than steel’. Created by Ogilvy & Mather, the campaign spans all mediums of communication. Total media spends are estimated to be in the region of Rs 50 crore, sources at Ogilvy & Mather have confirmed.

In their recent campaigns, they have presented their own achievers the R&D Chief Mark Denys, the Head of TATA Adventure Foundation Bachendri Pal, the young talent in Archery Deepika Kumari, empowered members of the Tejaswini Project like Asha Hansda. The motive was to communicate to the world about strong, irrevocable totems like values, having internal heroes lend credibility and strength to the strong claim that they make with this campaign ‘Values Stronger than Steel.’ The total media spends on the campaign are in the sphere of rupees 50 crores with a 360° campaign straddling the mainline Electronic, Print, Radio, Out-Of-Home, Cinema and the Digital space as well.

The initial thrust saw the digital launch of "Valueabled.com" which was followed up by “Values Stronger Than Steel" campaign in the mainline Media. The first phase of the campaigns captured print, radio, TVCs, digital commercials and outdoors. The campaign kick started on 21st July 2011 to coincide with the India tour of England series for which Tata Steel is “Co- Sponsor”. It has properties like “Most Valuable Player of the Match”, “Valuable Player of the Series”, “Valuable Performances” etc on air as well as in sports-centric programs.