Overview
Tufcon is a leading TMT bar manufacturing company in Jharkand and West Bengal with a total manufacturing capacity of 150 metric tonnes per day (45,000 MT monthly). Tufcon approached Velocita Brand to position and create a campaign for their new steel bar range 600 HCR and 600 HCR XT.
Case Timeline
2018 – 2019
Brand
Tufcon | Print, OOH, Brochure, Flyer, Website UI/UX
New product, old market
Launch Tufcon Steel’s new range of TMT bar with Rib X and high corrosion resistance technology in select North Indian target markets
The Idea
Steel is seen as a commodity and purchase is defined by it’s price point over other attributes. In a competitive market and with a non-differentiated product, a celebrity endorsement would help the brand get customer eyeballs and help drive sales.
Flexibility and strength were key focus points in the product and also had to be in the launch campaign.
Ab India banega
tough
In a three way tie with two other Indian celebrities, Tiger Shroff was appointed as the brand ambassador for Tufcon because of his personality and agility which was synonymous with the strength, durability and toughness. Which better youth icon could be the face of the Tufcon Steel ‘Ab India banega tough’ campaign?
The right face for the brand
Leveraging Tiger Shroff’s athletic and muscular physique synonymously with the product in each marketing collateral. We were able to build a perception of a higher quality steel range compared to other options in the similar price range.
Leveraging channels
OOH and POS marketing materials prominently featured the face of our campaign and dealers who grossed high sales had a chance to win exclusive face time with Tiger Shroff. The Tufcon steel website was another of the key assets that undertook a rebrand.
Results
We were able to meet our goal of grabbing customer attention to the new range of Tufcon Steel’s offerings, the scale of their operations and their dedication to quality. After the launch of the Ab India Banega Tough campaign, the marketing team reported a 36% increase in sales in the next quarter.
