Grey highlights JSW's diverse reach

The JSW (Jindal South and West) Group has come out with its new corporate ad film that highlights the diversity of its group companies. The TVC, created by Grey Worldwide projects JSW as a company that is 'bringing alive a billion dreams'.

Grey Worldwide recently bagged the account with the mandate to come out with a communication campaign that aims to highlight the Sajjan Jindal owned company's lineage, diversity and and build the required buzz before group company - JSW Energy - calls for an IPO. An ad film for JSW Energy will go on air soon.

Watch the commercial here:

JSW from Campaign India on Vimeo.

The film for the group uses the red flag in the company's logo as a red scarf which flies across the country touching different people, showcasing the company's interests in steel, energy, infrastructure, cement and education.

Rohit Malkani, executive creative director, Grey Worldwide says, "JSW has grown into huge conglomerate in a very short period of time. The company took just 10 years to achieve the steel producing capacity for which the Tatas took 40 years. It has interests in several sectors, which people don't yet know about and this was the opportunity to showcase it."

He added, "For us, the big challenge was translating the company's current presence and ambitions in a way consumers would understand. It was a different experience for me, personally since its the first time I'm working on such a huge conglomerate."

The creative team also includes Mangesh Someshwar, Vijay Subramani and Amol Ghotkar. The ad film has been produced by MAD Films and directed by Francois. The servicing team includes Mithun Roy and Roneeta Ghosh.