Jindal Steel’s ‘The Steel Of India’ pays homage to steely resolve of India

Delhi: In a two-minute film and a series of portraits, Jindal Steel aims to pay heartfelt homage to the country by celebrating steel and the steely resolve of Indians.

Sabyasachi Bandhopadhyay, MD of Jindal Steel, expressed, "Our goal was to craft something powerful for India. Beyond the physical strength, we wanted to showcase steel in all its glory—capturing not just its tangible attributes but what we truly stand for as a brand. The strides we've taken as a nation made this the opportune moment to celebrate the steely resolve of all Indians.”

Amrish Kondurkar, Founder and Creative Director of Kondurkar Studio, shared, "We set out to unleash the resounding, steely voice of India, encapsulating steel in its essence—grit, strength, and growth. Our quest for raw authenticity found a perfect expression through Ayappa K.M and Bharat Sikka."  

The print campaign shot by Bharat Sikka features portraits of individuals from various backgrounds, aiming to celebrate the unyielding resolve of Indians in a raw, authentic manner.

As for the film, Ayappa K.M emphasised the journey of steel from grit to fire, blending image and music impeccably. From Jindal’s steel factories to Kerala's Kalaripayattu, the film traverses diverse landscapes, offering a visual ode that’s rooted in culture. The film is complemented by a track composed by Sneha Khanwalkar using the sounds of steel. 

Khanwalkar expressed, "Creating a track with the sounds of steel was a unique challenge, and I am happy with how it turned out." 

Credits
    ●  Creative: Amrish Kondurkar, Sanya Malhotra, Muskaan Jain, Ishita Sharma, 
    ●  Strategy Planning: Sohini Pani     
    ●  Business Management: Ruchika Khanna
    ●    Film Direction: Ayappa K.M
    ●  Film Production: Anand Menon, Early Man Film
    ●  Direction of Photography: Daniel Fernandez Abello
    ●  Editing: Aitor Bigas
    ●  Music: Sneha Khanwalkar
    ●  Photography: Bharat Sikka
    ●  Print Production: Imran Khatri Production