Jindal Steel and Power Limited is the third-largest steel manufacturer in India and wanted to challenge its competitors in terms of perception building. The key task was to make people in India connect with Jindal Steel, rather than limiting it to a B2B conversation. It aimed to tap into the unmistakable sense of pride of Indians who are focused on shaping the country by creating infrastructure across regions, with steel at the core of its narrative. And thus arose the biggest challenge: how do we make steel, which is largely invisible, meaningful to the people at large, and create something memorable.

The actual sound of steel is an ordinary clink. But when you layer sound upon sound, it’s hardly ordinary. It becomes a clanging orchestra. That was the challenge we had when we were tasked to create the first-ever soundtrack based on the sound of steel. To not only accentuate every moment of the film, but to also become a memorable piece. The composition strung together a series of steel sounds based on multiple situations starting with the aggressive sounds of giant factory machinery, to the railway tracks to fencing, to the sound of hammer, to a paralympian running with steel prosthetic legs. With live sound from the shoot, various other field recordings of steel, the outcome was an experimental, industrial yet thumping track, that became an indispensable part of the film. We attempted to compress the feeling of absolute chaos from India’s streets- into a melodic cacophony.