Corporate Public Relations / December 27, 2020
Positioning Jindal Stainless Lifestyle Limited as the pioneer of stainless steel, making SS a part of our daily lives
Context
Jindal Stainless is an eminent part of the massive Jindal Group, contributing a staggering INR 2200 Crs annually through its varied businesses. JSL Lifestyle (JSLL) is an absolute subsidiary of Jindal Stainless Ltd, founded 15 years ago, dedicated towards finished products of stainless steel. The brand was struggling to be positioned as a separate entity doing remarkable work with government and corporate stakeholders. WBS partnered with JSLL to create a robust communication outreach and presented them as the pioneers of stainless steel reviving stainless steel culture in India.
Communication’s narrative
JSLL had the major issue of low brand recall, owing to the legacy of Jindal Stainless Steel, the brand was perceived a part of the parent company only. WBS identified a clear roadmap to position the brand as a separate identity and positioned JSLL as a ‘revolutionary transforming the stainless steel sector in India’.
Our Strategy
As a strategic communication partners, we have implemented a three pronged communication approach – build, sustain and evolve to entail our communication narrative. Our efforts were concentrated towards making it a successful Make in and for India case study. Through a balanced mix of PR tools, we created a set demarcation to tap the right audience for its lifestyle and corporate vertical. Our approach not only helped us creating JSLL a separate brand but also brought various opportunities to collaborate and develop with key industry players.
The “Solution”
Keeping the challenges of the brand into consideration, WBS came on board to provide a strategic solution with a strong communication’s narrative. The constant flow of information to the media supported by in-person meetings to apprise about various verticals helped us to narrate the journey of the brand. Led by lifestyle and corporate verticals, the brand had two spokespersons who were the face of the brand. WBS lined up briefing meetings and one on one interviews with various business and sector-specific media. A unique action plan was chalked out to adapt a holistic communication approach for the events and other developments of the company. Not only we made much noise about the events but also constantly apprised the industry and other stakeholders about the key developments of the company. For the railways vertical, we have positioned JSLL as the pioneer of the public private partnership and how the brand acted as a catalyst in transforming Indian Railways’ image. Apart from the corporate vertical, for the brand lifestyle entity Arttd’inox, WBS tapped all the leading lifestyle magazines and influencers to carve a niche in the industry. Our efforts have not only been acknowledged by internal stakeholders even received appreciation from external partners as well.
Outcome
The brand went through a communication overhaul in the past 7 months and brought to life with constant efforts. Today, the brand is renowned amongst every influencer and stakeholders and created its place in the corporate world. Publications like Forbes, Business Standard, Vogue, Verve, Mint, Business Today and other noted media houses have extensively covered the brand. Apart from the regular media inserts, we secured collaborations with a leading robotics manufacturer Universal Robots to automate their manufacturing process
