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Sonu in Shyam Steel TV - Screengrab

Desh Ko Banana Hai...

...Steel Toh Sirf Ek Bahana Hai!

Sonu Sood To Strengthen Shyam Steel Bond

NEW DELHI, Apr 17 (The CONNECT) – TMT bar brand Shyam Steel India launched a new TVC campaign Maksad Toh India Ko Banana Hai starring Sonu Sood in the lead.

Created by Mogae Media, the campaign represents strength, flexibility, and faith of the masses with the thought process that steel is just an offering, but the ultimate idea is to build the nation. Roping in Sonu Sood, who is known for his considerate personality, enhances the brand message across the target audience. The bond Sonu Sood has created with the millions of people resonates as strong as steel, unbreakable. The TVC campaign reflects on this thought process with the ultimate aim of the brand reflecting in not just selling steel but build relations and build the nation.

The TVC Campaign showcases Sonu Sood cherishing his relationships built with people during the lockdown tenure. All the love he received from people he helped, makes him emotional and more connected.

Lalit Beriwala, Director, Shyam Steel India, said the company deals in strong and flexible TMT Rebars. But more than that, he said, “we aim to build the nation by assisting people in building their dreams.” “When it comes to influencing Individual House Builders, people at the bottom of pyramid, remains the key focus of communication. So, we believe in building long-term relationships, just as Sonu Sood did after helping people in its most difficult situation,” Beriwala said.

Speaking on the ideation of the campaign Harish Arora, Creative Director, Mogaé Media said, "It is all about inner strength. It is something that Shyam Steel gives to the buildings and infrastructure of New India. And that’s precisely what Sonu Sood has proved during the pandemic. Both have made the thought of India First come alive very strongly. That’s what inspired us to say – STEEL TOH SIRF EK BAHANA HAI, MAKSAD TOH INDIA KO BANANA HAI."

Vaibhav Misra, Director of the TVC, Yellow Bettle Films, said, "The emotional core of the script written by Harish Arora appealed to me instantly and the opportunity to work with the living legend Sonu Sood was an added attraction.  Showcasing emotion along with Steel at the same time keeping Sonu’s persona humble and real was the challenge which we are happy to achieve. The film is a fabulous team effort and working with Sonu Sood and team at Shyam Steel was an enriching experience."

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