Jindal Stainless has launched its first brand campaign, ‘Jindal Saathi Seal Hai, Toh Asli Stainless Steel Hai’, following the recent onboarding of Ranveer Singh as brand ambassador. The campaign reflects a shift from a largely B2B focus to a more consumer-facing approach, with an emphasis on helping buyers identify genuine stainless steel products through the Jindal Saathi Seal, a co-branded mark of authenticity.
The campaign film focuses on the Pipes and Tubes category, which is widely used across infrastructure, construction, residential and household applications. It uses a music-led format, with a track composed by Amit Trivedi, to present the message in a more engaging and recall-friendly way.
As per the brand, the communication is built around a consumer insight that while stainless steel is commonly used, there is limited awareness or ability to verify authenticity at the point of purchase. This creates scope for counterfeit products, particularly in high-demand segments like pipes and tubes. The campaign introduces the Jindal Saathi Seal as a visible indicator of verified products, supported by a network of authorised partners across the value chain.
The Jindal Saathi Seal is positioned as a co-branding initiative that carries identifiers from both Jindal Stainless and its channel partners, aimed at ensuring product authenticity and quality for end consumers.
Link to the campaign
Commenting on the brand feature film, Abhyuday Jindal, Managing Director, Jindal Stainless, said, “At Jindal Stainless, we see stainless steel as a foundational material driving India’s growth across infrastructure, industry, and everyday applications. However, the prevalence of substandard and counterfeit products remains a significant challenge for the sector.”
He further added, “With the ‘Jindal Saathi Seal Hai, Toh Asli Stainless Steel Hai’ campaign, we aim to address this gap by bringing greater transparency and trust into the category, while empowering consumers to make informed choices. With Ranveer Singh bringing his distinctive energy and wide consumer connect to the campaign, we aim to build greater awareness, trust, and preference for genuine stainless steel across applications.”
Vijay Sharma, Director – Corporate Affairs and Marketing, said, “Through this initiative, we are empowering consumers to make informed choices by introducing a clear and credible marker of quality. By leveraging a high-energy, music-led format and the wide appeal of Ranveer Singh, we are simplifying a complex category message and making it both relatable and memorable for consumers. Through this, we aim to bring authenticity and informed choice to the forefront of consumer decision-making.”
