~ A corporate campaign aimed at reaching out to the Indian citizens at large~

Tata Steel, a company synonymous to values - trust, transparency and total Community Care today announced the launch of a corporate campaign “Values Stronger than Steel (VSTS)”. The campaign aimed at reaching out to the Indian citizen to reinforce the image of the company as cutting edge, global steel major which is dedicated towards social & economic sustainability, green-technology and community empowerment. The core of the campaign is to showcase the organization’s involvement and commitment beyond steel making, while embodying it’s overarching “value system”.

The campaign presents the company’s very own achievers who have paved their own way to success and recognition like R&D Chief- Mark Denys, the Head of Tata Steel Adventure Foundation - Bachendri Pal, the young talent in Archery- Deepika Kumari, empowered members of the Tejaswini Project like Asha Hansda amongst others. Everyone has a story to tell and they are the brand ambassadors for the campaign.

Speaking about the campaign, Mr. H M Nerurkar, Managing Director, Tata Steel Limited said, “Tata Steel has always believed in values laid down by our founding fathers and has to its credit an unmatched track record in achieving industrial and community sustainability. We are growing and as we grow, we touch more and more lives of the communities we serve - shareholders, employees, partners, vendors, customers and through this campaign we wish to spread these values to all our stakeholders and to the citizens of India.”

“Values Stronger Than Steel” is not a mere clichéd slogan but a way of life in our company. We thought that this message needed to be reflected well through our Corporate Campaign. We have, thus, presented before the world, how we have lived up to the benchmark we have set for ourselves” he further added

Tata Steel has undertaken a 360 degree approach to promote this campaign all over the country which involves effective use of all the mediums of communication. This is first time ever in the history of the company that a campaign of this scale has been launched. A pre-cursor to VSTS was the digital campaign- www.valueabled.com launched mid June which was targeted towards the youth to come forth and discuss and debate on the values and beliefs that shape up their lives. VSTS is aimed at all stakeholders and at a greater macro level. At the end, both serve to reinforce Values and the fact that Tata Steel is invariably and inextricably linked with Values.

The first phase of the campaign will roll out print, radio, TVCs, digital commercials and outdoors. The campaign will kick start on 21st July 2011 to coincide with the India tour of England series for which Tata Steel is “Co- Sponsor”. It will have prime properties like “Most Valuable Player of the Match”, “Valuable Player of the Series”, “Valuable Performances” etc on air as well as in sports-centric programs.

There are a total of 10 creatives for Print Ads which have been produced in ten different languages (English, Hindi, Kannada, Tamil, Malayalam, Marathi, Telugu, Oriya, Gujarati, Bengali). Four TV Commercials of 30 seconds each have been painstakingly crafted by award winning documentary filmmakers and these have been further subtitled in the various languages for better understanding of the diverse stakeholders that Tata Steel caters to. The campaign will also be promoted in cinema halls through a movie tilte led plan. Two creatives from among the 30 second ones will be played in the Cinema Halls across India before the screening of the movie. These will also be mixed and matched to avoid duplication across locations.

As for digital, four videos of three minutes in length (the same subjects as the TVCs) have been created and will be promoted through social media and digital media platforms.

The Phase II of VSTS will have Advertiser Funded Programmes on certain select TV News Channels Programmes, collaterals etc.on topics such as ‘ Business and Values” etc. This will be backed by sponsored progammes and a coffee table book.

About Tata Steel
Established in 1907 as Asia's first integrated private sector steel company, Tata Steel Group is amongst the leading steel manufacturers in the world with an annual crude steel capacity of over 28 million tonnes per annum (mtpa). It is now the world's second-most geographically-diversified steel producer, with operations in 26 countries and a commercial presence in over 50 countries. The Tata Steel Group, with a turnover of US$ 26.64 million in FY '11, has over 81,000 employees across five continents and is a Fortune 500 company. The Group’s vision is to be the world’s steel industry benchmark in “Value Creation” and “Corporate Citizenship” through the excellence of its people, its innovative approach and overall conduct. Underpinning this vision is a performance culture committed to aspiration targets, safety and social responsibility, continuous improvement, openness and transparency. In 2008, Tata Steel India became the first integrated steel plant in the world, outside Japan, to be awarded the Deming Application Prize 2008 for excellence in Total Quality Management.