India's JSW Group salutes women with #WillOfSteel

JSW Group "Will of Steel" by Ogilvy & Mather.
JSW Group "Will of Steel" by Ogilvy & Mather.

The campaign from Ogilvy & Mather takes on gender stereotypes with the tale of gold medalist Geeta Phogat

MUMBAI — Indian industrial giant JSW Group has rolled out a campaign titled "Will of Steel." The campaign was created by Ogilvy & Mather.

A testament to the inner strength of women, the commercial is the true story of Geeta Phogat, India’s first woman to win a gold medal in wrestling at the Commonwealth Games, in 2010.

Hailing from the conservative and patriarchal village of Balali in Haryana, Phogat overcame societal norms, broke gender stereotypes and fought severe resistance as she wrestled her way to the games.

The film was shot in Balali and Delhi. It follows Phogat as she trains to be the best at her sport. We hear the voice of an angry tau (a village senior) who speaks about what girls are traditionally expected to do.

The film ends with a shot of a victorious Phogat standing on the podium, followed by a super of the JSW Group.

Seshagiri Rao, joint managing director and group CFO, JSW Group, said, "Geeta Phogat displayed a rare will of steel, and her efforts and life story are the inspiration for this campaign. By showcasing Geeta’s ‘Will Of Steel’ via a mass media campaign, we hope to inspire and encourage more and more people to overcome challenges in life."

Piyush Pandey, executive chairman and creative director, South Asia, Ogilvy & Mather, said, "I am proud that Ogilvy & Mather is associated with this campaign of JSW Group, which captures the spirit and power of the Indian woman. It is a great step in unleashing Indian women from the grip of our male chauvinistic society. This is only the beginning, watch out for more in this campaign."

Navin Talreja, president, Mumbai and Kolkata, Ogilvy & Mather said, "We are very excited about #WillOfSteel because it clearly is not a one-off campaign idea but a big brand platform that will help us create new age modern dynamic content enabling higher degree of consumer engagement and involvement in a category that is often ignored."

Sukesh Nayak, executive creative director, O&M Advertising – Mumbai, said, "For JSW Group’s brand campaign we wanted a human story. A story that would humanise the strength of steel and what it means in real life. Geeta’s story was a perfect match. Her steely resolve drove her to succeed in spite of all the opposition. She is the perfect person to launch our brand thought of #WillOfSteel."

This campaign will be supported with digital, PR and activation.

Campaign credits

Client: JSW Group
Creative agency: Ogilvy & Mather
National creative director: Rajiv Rao
President, Mumbai and Kolkata: Navin Talreja
Executive creative director: Sukesh Nayak
Senior creative director: Talha Nazim
Planning: Ganapathy Balagopalan
Account management: Tresa Paul, Shivali Nair, Drashti Buch, Amar Kondekar, Prachi Tater, Naman Shrivastava
Production house: Curious Productions
Director: Vivek Kakkad
Producer: Shahzad Bhagwagar

This article first appeared on

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