The Bihar expansion

Shyam Steel wanted an aggressive strategy to penetrate the Bihar market. An extremely tricky challenge given that the state was already home to several established TMT bar players.


Shyam Steel




1 year


Creative / AV

The brief

Shyam Steel wanted to establish itself as pioneer in the market via a boost in credibility, visibility and outreach.

To achieve the same, the brand felt the need to drive this launch via a relevant influencer.


To build a regional connect, we roped in the famous Bhojpuri superstar Dinesh Lal Yadav a.k.a. Nirahua. Then, we scripted films that were aimed at building an emotional connect with the key stakeholders of the brand like Engineers and Masons.

In addition to the films we also created a corporate AV that showcased the product and brand promise to B2B stakeholders.

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