Jindal Steel and Power appoints Starcom Worldwide

The media agency will handle the retail brand Jindal Panther TMT Rebars, and partner the company in its foray into the retail product segment.

Starcom Worldwide has been appointed as media agency by Jindal Steel and Power Limited (JSPL) to handle its retail venture, Jindal Panther TMT Rebars. The business will be handled by the agency's Gurgaon office.

The account was won after a multi-agency pitch process. Starcom will take care of the traditional media planning and buying duties. The business is pegged at Rs 15 crore.

Mallikarjunadas CR, CEO, Starcom MediaVest Group India, says, "We are looking forward to this partnership with JSPL. Our team in Gurgaon is strong and we'll be able to work hand in hand with JSPL to devise creative and engaging human experiences for their consumers."

Jindal Panther TMT Rebars, which was launched in mid-2013, is JSPL's attempt at making its core product - steel - available in the retail product segment. Till now, JSPL, which is one of the leading producers of primary and integrated steel, has dealt only in the B2B steel market in the country. The retail venture aims to tap into the residential real estate market that has seen escalation in the last few years.