CASE STUDY
Raising The Bar For Steel Bars
CLIENT
KENZA TMT STEEL BARS
WHAT WE DID
○ Brand Strategy ○ Creative Direction ○ Marketing Collaterals ○ OOH & Print Design ○ Digital Marketing ○ Copywriting ○ Social Media
Kenza TMT needed to play an ace because industry veterans, underdogs, and corporate behemoths were all vying for a piece of the burgeoning construction market with massive marketing campaigns to sell essentially the same product with the same grade. They introduced the Fe500SD grade of TMT steel bars, which is an improvement over the standard Fe500D-certified items.
ABOUT CLIENT
It's difficult to imagine the steel industry as one of India's most glamorous industries, but it's not far from the truth.
We wanted to brand this new property as a lifestyle product, with edgy graphics and regional lingo, to maintain the common man's brand image that came as part of Kenza's recent rebranding. In a strategic yet entertaining collaboration with the Kenza team, a YouTube content creator took viewers on a virtual tour of the factory and the meticulous process of creating Kenza Fe500SD steel bars. This transparency aided in the development of trust and generated a buzz in the market, resulting in increased sales and revenue.
TESTIMONIAL
Shahad Moideen, Director
We began working on branding our new grade of steel bars during the pandemic, thus situations and plans changed, and the launch event had to be canned. We quickly shifted our efforts to a CSR initiative at the time, which was at the opposite end of the spectrum, yet Takeover was able to adjust and re-strategize. When the time came, they stepped right back in and assisted us in launching and marketing our superior grade product, with tangible results.
