Metal and Mettle: The Brilliance of ArcelorMittal and Nippon Steel India's Advertisement
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Sadhika Pant
 December 08 2023
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    A recent advertisement by the AM/ NS India initiative has been lingering in my head for too long and I feel compelled to pen down my thoughts on it.

    To give a brief introduction: ArcelorMittal and Nippon Steel, two global giants in the steel industry, joined forces to establish a formidable partnership known as AM/NS India. This collaboration brings together the expertise and resources of ArcelorMittal, the world's largest steel producer, and Nippon Steel, a renowned Japanese steel manufacturer. AM/NS India represents a strategic alliance aimed at leveraging the strengths of both companies to create a powerful and competitive force in the Indian steel market. As mentioned in the ‘About Us’ page on their website, this collaboration signifies a shared vision to contribute to the dynamic growth of an “Aatmanirbhar Bharat” (Self-reliant India).

    The ad is a beautiful portrayal of the vision behind the initiative, and encapsulates perfectly the essence of economic growth and progress. The message is profound: it captures the aspirations of a nation striving for self-reliance. The ad alternates between visuals of happy school-children (symbolic of the future) and workers across different sectors (construction, infrastructure, defence, agriculture, energy) making painstaking individual contributions towards a collective effort. (You can watch the full ad here.)

    It makes you think: every day, thousands of construction workers, truck drivers, freight handlers, engineers, power line technicians, etc. put aside the individual complexities of their life - financial worries, health problems, the vagaries of moods and idiosyncrasies - to work towards an agreed-upon goal in conditions of rain, storms, snow and scorching heat, so that everything everywhere works with near perfection. It is the hard work and integrity of these people who make our lives predictable, so we keep our anxieties at bay and have our groundhog day.

    Each day, the typical urban Indian rises from slumber, strolls with drowsy eyes to a nearby store at 7 a.m., effortlessly procures a readily available carton of milk, brews morning tea on a gas stove fueled by a reliable gas cylinder, charges their cell phone through an electric socket (as long as they remember to flip the switch), and boards a punctual metro that consistently arrives on time for the daily commute to work. He remains unconcerned about the availability of milk, the value of the 100-rupee note in his pocket in present times, the punctuality of the metro, or the potential collapse of his office building while he is inside.

    Another thought that crossed my mind - what does a B2B venture like AM/ NS India stand to gain by producing a public advertisement? Why go through all the trouble to make an ad targeting people who aren’t even your customers?

    Aside from the obvious benefits of enhanced brand visibility and the creation of a positive corporate image, there is another advantage for the company through such advertisements. For a B2B company, the public serves not as customers but as potential investors. In this scenario, public advertising becomes equally, if not more, crucial. Unlike B2C enterprises, where the average consumer directly purchases the product and has greater familiarity with it, for ArcelorMittal and Nippon Steel, public advertising becomes instrumental in conveying the company's mission to a broader audience, influencing potential investors who invest not in a tangible product but in the overarching goals and principles of the company.

    The key message of the ad - “Banaunga Main, Banega Bharat”, that roughly translates to “I build, India thrives” - resonates deeply with the average Indian citizen, positioning him as a direct stakeholder in the nation’s development rather than a passive beneficiary of a nation developed by a government.

    By emphasising the importance of individual initiative and entrepreneurship, it not only aligns personal ambition with the broader narrative of the country’s development, but also inspires a sense of belonging and responsibility to work collectively towards a shared dream. It goes beyond a mere business strategy to become a call to action. Simply put, it portrays capitalism at its best.

    business economic growth capitalism steel advertising economics india patriotism culture
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