OREANDA-NEWS. July 26, 2011. Tata Steel, a  company synonymous to values - trust, transparency and total Community Care  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  cliched 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.