MUMBAI, INDIA — Creative agency Wunderman Thompson India has won the brand-building mandate for Tata Astrum Super from the house of Tata Steel. This retail brand is the latest in a long line of brands from the Tata Steel stable that have been built and nurtured by the agency.
Tata Steel’s association with Wunderman Thompson India stretches over 90 years with the agency currently handling brand-building duties for Tata Steel Corporate as also for retail brands like Tata Tiscon, Tata Shaktee, Tata Kosh, Tata Pravesh, and Tata Wiron out of Kolkata.
Launched in 2019, Tata Astrum Super is a brand of Hot Rolled Sheets from Tata Steel. Made in the Hot Strip Mill, these sheets targeted the retail segment such as fabricators are used in the fabrication of truck body, tractor trolley body, agri equipment, and implements, and in General Engineering applications like gates & grills.
The brand plays a significant role in strengthening our agricultural and transportation infrastructure, while also catering to Individual House Builders. Staying true to the corporate brand’s commitment to the environment, Tata Astrum Super products are double-wrapped in 100% recyclable HDPE bags and then despatched to channel partners.
Wunderman Thompson India has been tasked with sharply positioning the Tata Astrum Super brand, so that the brand promise resonates with both fabricators and end users. The agency will need to give the brand a competitive edge so it can command a premium over branded & unorganized players, forge bonds with channel partners and connect with end users.
Vijay Jacob Parakkal, Senior VP and Managing Partner, Wunderman Thompson, Kolkata, said, “Tata Steel and Wunderman Thompson go back many decades. We welcome Tata Astrum Super into the WT brand family and thank Tata Steel for its continued faith in our capabilities. We are confident of doing justice to the mandate we have been given and look forward to taking the brand to new heights.”