Jindal Steel and Power Ltd. launches new creative identity- ‘Lohe se bana, Loha sa bana’

1. [[ Jindal Steel and Power Ltd. launches new creative identity- ‘Lohe se bana, Loha sa bana’ for ‘Jindal Panther Cement’ Raigarh, 16th March 2015: Jindal Steel and Power Ltd. (JSPL), India’s leading Steel and Power Company today unveiled a new creative identity for its retail brand, ‘Jindal Panther Cement’. With a strategic positioning focused on purity and strength, Jindal Cement brand unveiled a new resilient tagline- ‘Lohe se bana, Loha sa bana’. The new creative will be used across Jindal Panther Cement bags as well as other merchandises. The company organised a dealer’s meet for the unveiling with a participation of Channel Partners from the states of Chattisgarh, Odisha and Jharkhand. Jindal Panther Cement is being produced at JSPL’s Raigarh facility with a production capacity of 0.7 MTPA, and the company plans to ramp up the capacity to 3 MTPA. A premium cement brand, Jindal Panther Cement has unmatched qualities to meet the growing complex construction requirement of contractors, architects and owners looking for sturdy and durable concrete. Rechristened as ‘Jindal Panther Cement’ from Jindal Cement in 2014, the retail brand so far has got tremendous response across the three States. The product caters to varying housing and construction requirement of large infrastructure projects, residential, commercial and industrial usage. According to Mr. Krishna Kumar YV, Chief Executive – Cement Business, JSPL, “Through Jindal Panther Cement’s new creative identity, we want to establish a differentiated brand synonymous with purity & strength. ‘Lohe se bana, Loha sa bana’ highlights the brands core proposition of strength which echoes with Jindal Panther brand which draws its inspiration from the strength and agility of the powerful feline- Black Panther. Through this product we aspire to serve the emerging needs of infrastructure in the country.” The Jindal Panther Cement brand is an extension of Jindal Panther™ retail brand launched in 2013. The first product to be launched under Jindal Panther™ brand was the Jindal Panther™ TMT Rebars, a new generation premium quality ribbed Thermo Mechanically Treated (TMT) Rebar that has a higher degree of strength, ductility and malleability. Today, TMT rebars have been made available across retails outlets, integrated with a channel network of 41 distributors and over 1700 dealers, panned out across 400 districts. About Jindal Steel & Power Limited (JSPL) Jindal Steel and Power is a $3.3 billion industrial powerhouse significantly present in Steel, Mining, Power Generation and Infrastructure segments, catering to a large part of India’s domestic energy and infrastructure requirement. Part of the over US$ 18 billion diversified O. P. Jindal Group, JSPL’s business operations spans across Asia, Africa and Australia. The company has committed investments exceeding US$ 30 billion in the future and has several business initiatives running simultaneously across continents. Led by Shri. Naveen Jindal, the company produces economical and efficient steel and power through backward and forward integration. From the widest flat products to a whole range of long products, JSPL today has a product portfolio that caters to markets across the steel value chain. The company produces the world's longest (121-metre) rails and it is the first in the country to manufacture large- size parallel flange beams. The organization is wedded to ideals like innovation and technological leadership and is backed by a highly driven and dedicated workforce of over 20,000 people.