Leading manufacturer of TMT Bars, Shyam Steel, announced a commercial campaign featuring Olympic medallists Lovlina Borgohain and Manpreet Singh.

The new TVC is a continuation of their “Maksad Toh India Ko Banana Hai” campaign.

The campaign aims to send across the brand message that winning is just the start of your journey and your dreams are achieved through a perfect balance of strength and flexibility “just like Shyam Steel Flexi Strong TMT bars”. The TVC has been directed by Aritra Sen and Sourya Deb.

“Through this TVC launch, Shyam Steel, represents strength, flexibility, and faith of the masses with the thought process that steel is just an offering but building the nation is the larger goal. Roping in Lovlina Borgohain and Manpreet Singh, known for their achievement in the Tokyo Olympics, enhances the brand message. The passion, grit and determination shown by them resonates as strong and flexible as steel. Their journeys are epitomes of perseverance, strength and determination, which are also affiliated with Shyam Steel’s core brand philosophy. The TVC campaign reflects on this thought process that winning is the start of the journey and it’s the correct balance of strength and flexibility which gives you an edge to achieve your dreams,” a statement from the company said.

The campaign showcases Lovlina Borgohain and Manpreet Singh preparing for their next competition and strengthening themselves further to perform better than their next challengers.

Speaking on the campaign, Lalit Beriwala, director at Shyam Steel said: “The campaign narrative embodies the principle of what Shyam Steel stands as a brand. The TVC reflects the brand’s thought in connection with Lovlina and Manpreet’s grit and determination to overcome every obstacle and achieve their dreams. We at Shyam Steel aim to build the nation by assisting people in building their dreams. Through this campaign we are looking to establish a deeper connect with our target audience.”

On associating with Shyam Steel, Lovlina Borgohain said: “It was a wonderful experience working with Shyam Steel. Through this TVC we look forward to connect with the audience and establish their brand philosophy.”

Tokyo Olympics medallist Manpreet Singh said: “I would like to extend my gratitude to Shyam Steel for onboarding me to be a part of their TVC. I am confident that this TVC would inspire people to pursue their dreams no matter what obstacles are ahead.”

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