Jindal Stainless has launched its first brand campaign titled ‘Jindal Saathi Seal Hai, Toh Asli Stainless Steel Hai’, marking a shift from a B2B-led positioning to a more consumer-facing approach. The campaign has been fronted by Ranveer Singh and has introduced the Jindal Saathi Seal as a marker of authenticity for stainless steel products.
The company has positioned the seal as a co-branded identifier that enables consumers to verify genuine stainless steel at the point of purchase. The campaign has focused on the Pipes & Tubes category, which is widely used across infrastructure, residential and construction applications and is often susceptible to counterfeiting.
The campaign film has been built around a musical format, with a track composed by Amit Trivedi. It has depicted stainless steel usage across everyday settings while highlighting the role of fabricators, partners and consumers within the Jindal Saathi ecosystem.
The film has showcased the concept of ‘Saathi’, representing the network of authorised partners, and has presented the seal as a visible sign of product authenticity. It has also aimed to address the lack of verification mechanisms available to consumers when purchasing stainless steel products.
The campaign has been rolled out across television, digital, social media, print and out-of-home platforms.
“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. 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.” — Abhyuday Jindal, Managing Director, Jindal Stainless
“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.” — Vijay Sharma, Director – Corporate Affairs and Marketing, Jindal Stainless
