In 2013, for the first time ever, Jindal Street and Power Limited (JSPL) group handed over their mandate of creative creations to an advertising agency. Amidst a multi-agency pitch process, heralded by ad giants like McCann, Leo Burnett and Oglivy and Mather, O&M won the pitch for an account touted to be upwards of 60 crore.

The campaign titled ‘Will of Steel’ emulates the spirit Jindal group stands for and is a testament to the inner strength possessed by women all over the world.

The Corporate Social Responsibility of Jindal Steel groups also focuses on sports, apart from other sectors such as Education, Sustainability etc. One particluar line on their website stands out – ‘Organize local youths to promote Sports, Art and Culture and also create an opportunity for them so that they can represent their country’.

The ad featured Geeta Pohgat, portraying the true story of her – the first Indian woman to win a gold medal at wrestling, in the Commonwealth Games of 2010.

Hailing from a typically conservative village of Bilali, Haryana, the ad captures her real life exploits, closely capturing the many hurdles, societal norms and gender stereotypes which Pohgat had to fight through, as she paved her path for the win. The typical village tau is heard in betwixt, taunting what a typical Indian girl is supposed to do, even as Pohgat plunges into a frenzy of training and work outs. The film ends with Pohgat smiling victoriously as she stands first in line for the gold medal, acing her wrestling match as she lunges and punches her way to the win. The ad celebrates her grit and single minded determination as Pohgat’s journey unfolds from a patriarchal village to wrestling her way to her podium finish,.

Seshagiri Rao, joint managing director and group CFO, JSW Group, said, “Geeta Phogat displayed a rare will of steel and her efforts and life-story are the inspiration for this campaign. By showcasing Geeta’s ‘Will Of Steel’ via a mass media campaign, we hope to inspire and encourage more and more people to overcome challenges in life.”

Sukesh Nayak, executive creative director, O&M Advertising – Mumbai, said, “For JSW Group’s brand campaign we wanted a human story. A story that would humanise the strength of steel and what it means in real life. Geeta’s story was a perfect match. Her steely resolve drove her to succeed in spite of all the opposition. She is the perfect person to launch our brand thought of #WillOfSteel.”

The ad has recently surfaced in the news again, due to the striking similarity it possesses with the second teaser of Sultan, which features Anushka Sinha and Salman Khan.

While the first teaser featured around Salman, the second one features Anushka Sharma kicking some serious ass and has, predictably gone viral. However, it raised many eyes in the process at the blatant plagiarism from the O&M ad.


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