Jindal Stainless (JSL)

Challenge - Jindal Stainless is one of India’s most trusted names in steel — powering everyday life for decades. The campaign was designed to highlight one of its most understated contributions: being the steel behind most razor blades made in India, including Gillette. The challenge was to tell this story in a way that felt both familiar and fresh.

Solution - We created two brand films that capture the essence of endurance and timelessness — one emotional, one playful. Together, they reflect how some things remain unchanged not by accident, but by excellence. The creative direction blends emotion, nostalgia, and strength, celebrating the unseen role Jindal Stainless plays in daily life.

Impact - A campaign that turns everyday utility into legacy — reminding audiences that true strength doesn’t fade with time; it endures.