Steel stands as the silent force driving relentless growth and progress. Yet, how do we unveil this invisible force, making it seen and heard? Our journey took us across the length and breadth of our nation, revealing India in its raw and authentic essence. Our mission was to juxtapose the

omnipresence of steel in every facet of our lives, mirroring the resolve and strength of everyday Indians. We attempted to capture not just the sounds, but the very spirit they hold. In a never-before-seen execution in the Indian advertising landscape.

If you ask us what makes the backbone of India, we’ll proudly inscribe the names of over a

billion Indians. Just as their unwavering resolve propels our nation forward, steel stands as

the silent force driving relentless growth and progress.

Jindal Steel is the third-largest manufacturer of steel in India and the only private company

to provide steel to Indian Railways. It has played a pivotal role in building the nation. The

task was to bring alive the essence of steel in a manner that gave meaning to its almost

invisible existence but also turned it into a tribute to the strong-willed, diverse nation. With

this film, the brand paid homage to India’s immense sense of pride that comes from the

ubiquitous steely resolve of its people. We wanted to showcase steel in all its

glory—capturing not just its tangible attributes but what it truly stands for. We wanted to

move beyond the product and capture the true ethos of the brand that stems from the

nation itself.

The film captures the bold, steely voice of a proud, strong-willed nation. Through the sounds of steel, it tells a resounding tale of unbreakable resilience and unwavering determination. In its entirety, it pays homage to the diversity of India, depicted through its landscapes and people, intertwined with the story of steel at its core. It juxtaposes the diverse realities of modern and rural India in their purest forms, interweaved with the sounds of steel. From micro to macro, it travels from the steel factory to the heartland of India, painting a picture which celebrates both the rawness and the cultural nuances.

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.