MUMBAI: Following a multi-agency pitch process, the Steel Authority of India (SAIL) has zeroed in on IPG‘s Lodestar UM as it media partner. The incumbent agency on the account is Mindshare. Media reports peg the account size at Rs 500 million.

Lodestar UM COO Nandini Dias confirmed the news to indiantelevision.com. Work on the account has started in anticipation of aggressive communications strategy by SAIL this year.

SAIL is a fully integrated iron and steel maker, producing both basic and special steels for domestic construction, engineering, power, railway, automotive and defence industries and for sale in export markets.