AM/NS India, a joint venture between ArcelorMittal, a steel and mining company, and Nippon Steel, an integrated steel producer, debuted its first consumer product, Kalash premium coloured coated steel.
Kalash is a first-of-its-kind product in the industry that incorporates numerous technical advancements achieved through process innovation in collaboration with industry experts and consumers.
In comparison to other coloured steel products, the colours are more durable and resistant to chalking, peeling, and fading. Scarecrow M&C Saatchi coined the phrase “Rang jo rahe hamesha sang” to emphasise the product’s durability and longevity.
Scarecrow created a song that is also a musical extension of the brand’s promise to give the positioning life and make it evocative. The song was sung by Javed Ali, who was hired by the agency. Javed Ali is a well-known Bollywood singer who is known for superhits such as Guzaarish, Kajra re, Jashn-E-Bahaara, Kun faaya kun, and Tum tak.
Though Kalash coloured coated steel can be used in a variety of applications, one of the most important is roofing sheets. As a result, the film captures the vibrant moments of celebrations that one can have on a terrace, from drying chillies in the summer to flying kites to playing badminton to celebrating all kinds of occasions and festivals with friends.
The film spans several seasons and tells the storey of a young couple’s journey, taking viewers through some of the most beautiful moments along the way.
The film’s distinctive look stems from its iconic setting, Dharmaj, an ancient village in Gujarat’s Charotar region. Dharmaj is a work of art in and of itself. A historic town with fascinating monuments and age-old architecture.
Tathagatha Singha shot the film, Riju Samanta directed the cinematography, and Jamurah Films produced it. Aman Pant composed the campaign song, which features Veljon Noronha on guitar, Rhythm Shaw on electric guitar and drums (who has not only worked but also toured with AR Rahman and Amit Trivedi), Jayant Patnaik on dholak, tabla, and percussions, and Parasnath on flute.
“The launch of Kalash is special to us at Scarecrow,” Manish Bhatt, Founder-Director Scarecrow M&C Saatchi, said of the campaign. Not only because it’s the brand’s first-ever consumer campaign, but also because we’ve been involved in the process from the beginning, from developing the strategy to naming the campaign. It was a once-in-a-lifetime opportunity, and we had a great time recounting the entire campaign.”
“With the launch of Kalash, we take another step toward fulfilling our promise to bring innovative steel solutions to consumers,” said Akshay Gujral, Chief of Sales Steering, Distribution, and Business Development, AM/NS India. We at AM/NS are committed to providing our customers with the best products and services possible, and ‘Rang jo rahe hamesha sang’ encapsulates our vision for Kalash.
The campaign will begin on television and will be accompanied by a series of print ads, radio spots, innovative outdoor advertising, and digital engagement.
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