Minority bags Jindal Panther Cement's creative mandate

This is Minority's third new account win in a short time, following Suzlon and Pride World City.

Minority Brand Creations has been appointed as the creative brand partner by Jindal Steel and Power (JSPL) for its retail brand - Jindal Panther Cement. The mandate was awarded to Minority post a multi-agency pitch process.

Yogi Vashishta, managing partner, Minority, says, "It is an exciting brand extension opportunity to work on. JSPL is a major Steel and Power company, and has an established equity with its Jindal Panther TMT rebars. We aim to leverage and channelise this brand equity to create a strong and high-impact cement brand in a category crowded with a plethora of brands. We look forward to build a differentiated messaging for Jindal Panther Cement brand in this largely uni-dimensional category."

For Minority, this new business win comes on the back of Suzlon and Pride World City account wins. Minority is a four-year-old start-up that has worked with clients such as Legrand, AppsDaily, Safari Luggage, Reliance Cement, Boroline, Kalpataru, Boostmysale.com, Reliance Energy, Mumbai Metro, Suthol, Antarang, Airport Express (Delhi) and Transitions. Part of the US $18 billion OP Jindal Group, JSPL enjoys a dominant presence in the steel, power, mining and infrastructure sectors.

Suraj Pombra, managing partner, Minority, says, "It is an honour for us to partner with JSPL to take their retail brand to the next level through Jindal Panther Cement. We have a stellar challenge to cut through a market crammed with traditional players, and create a hi-decibel positioning for the brand. We are confident that we will be able to deliver the right messaging for brand amplification."

According to Krishna Kumar YV, chief executive - Cement Business, JSPL, "Jindal Panther brand has been inspired by the strength and agility of the powerful panther, and promises to empower every Indian home by offering strength and purity to its construction. Through Jindal Panther Cement, we want to break the clutter of mere brand visibility in the cement business, and focus on a differentiated brand communication. We have very ambitious plans for the brand and, in Minority, we found the creative acumen to help us communicate our brand messaging. We look forward to a fruitful partnership with Minority."

The brand is inspired by the black panther. The first product to be launched under Jindal Panther is the Jindal Panther TMT Rebars, signifying the company's foray into the retail product segment in 2013.