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JSW Steel leads fight against counterfeit steel

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MUMBAI: JSW Steel, India’s leading steel producer has a new TV campaign which is a part of the company’s ongoing effort to create mass public awareness about the menace of counterfeit in the colour-coated steel products category.

Conceptualised by Ogilvy & Mather, the new JSW Colouron+ TVC demonstrates the product functionalities while creating awareness on how consumers can check for authentic JSW Colouron+ sheets. JSW Steel has introduced a unique tamper-proof quality mark to differentiate JSW Colouron+ from substitutes sold in the Indian market. The new TVC is on air across national and regional TV channels.

JSW Steel director of marketing and commercial Jayant Acharya explains, “We have seen a large influx of sub-standard colour coated steel into the country in recent past. This poses multiple problems for the country – not only does it affect domestic manufacturers who have put in large amounts of capital to set-up world class facilities but it also increases the cost of infrastructure as low quality imported steel needs replacement in about two years compared to 10-20 years’ shelf life of domestically manufactured colour-coated steel. The issue becomes even more serious when these imported sheets start getting sold as counterfeit of established brands in the country deceiving consumers across segments. JSW Steel has been at the forefront of fighting this menace and we have already conducted over 40 raids in various parts of the country. Our team has innovated an in-house solution to make the product tamper proof.”

JSW Steel has introduced a quality tamper-proof, non-erasable marking for JSW Colouron+ colour coated sheets which can be easily checked by the consumers at the store during purchase. JSW Steel’s quality marking differentiates its product from counterfeits as the liner marking in counterfeits can be easily erased. The company believes that such malpractices have serious implication on economic health and safety of the industry as well as individual customers. Counterfeiting and piracy are a threat to every industry sector around the world and India is no exception.

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