AM/NS India, a joint venture between Arcelor Mittal and Nippon Steel, launched its first consumer product, Kalash premium coloured coated steel.
Kalash was the first of its kind in the industry. It included many technical improvements made through process innovation, with inputs from industry experts and consumers. Its colours were more durable than other coloured steel products, resistant to chalking, peeling, and fading. To highlight its long life, Scarecrow crafted the line “Rang jo rahe hamesha sang.”
To bring the idea alive, Scarecrow also created a song as a musical extension of the brand’s promise. The agency brought in Bollywood singer Javed Ali, known for hits like Guzaarish, Kajra Re, Jashn-E-Bahaara, Kun Faaya Kun, and Tum Tak.
While Kalash could be used in many ways, its most popular application was in roofing sheets. The launch film showed colourful terrace moments such as drying chillies in summer, flying kites, playing badminton, and celebrating festivals together. It followed the story of a young couple across different seasons.
The film was shot in Dharmaj, a heritage village in Gujarat’s Charotar region, known for its old architecture and monuments. It was directed by Tathagatha Singha, shot by Riju Samanta, and produced by Jamurah Films. The song was composed by Aman Pant, with music contributions from Veljon Noronha, Rhythm Shaw, Jayant Patnaik, and Parasnath.
For Scarecrow, the launch of Kalash was special. It was the brand’s first consumer campaign, and the team was involved from the very beginning. The agency developed the strategy, creating the name and designing the campaign.
With Kalash, AM/NS took another step towards its promise of offering innovative steel solutions. The brand stayed committed to giving customers the best, and “Rang jo rahe hamesha sang” expressed that vision.