Tata Steel's new campaign to align the brand more closely with consumers

The steel giant highlights the role of its brand in the daily humdrum of existence, focuses on consumer facing products in its new campaign

The country’s oldest steel producer is calling attention to its product brands, highlighting the brand’s invisible presence in major infrastructure projects and training the lens on new materials and solutions under its banner. In its new campaign #Wealsomaketomorrow, the 111-year-old company is using its legacy to craft an identity that appeals to a new generation of consumers and extends well beyond steel.

“The future strategy of the company is get into services and product solutions. It would be more consumer facing and hence a lot of communication is needed,” explained Sunil Bhaskaran, vice president, Corporate Services at Tata Steel. 

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