JSW Steel announces new TV campaign to support its fight against counterfeit steel

The TV campaign is part of the company’s ongoing efforts to create mass public awareness about the menace of counterfeit in the colour-coated steel products category.

JSW Steel said it markets JSW Colouron+  colour-coated sheets catering to the growing consumers’ need for steel roofing. JSW Colouron+ provides high quality, differentiated & safe solution to traditional roofing products.

Commenting on the launch of JSW Colouron+ TVC, Jayant Acharya, Director – Marketing & Commercial, JSW Steel said, “We have seen a large influx of sub-standard colour coated steel into the country in recent past. This poses multiple problems for the country – not only does it affect domestic manufacturers who have put in large amounts of capital to set-up world class facilities but it also increases the cost of infrastructure as low quality imported steel needs replacement in about 2 years compared to 10-20 years’ shelf life of domestically manufactured colour-coated steel."

"The issue becomes even more serious when these imported sheets start getting sold as counterfeit of established brands in the country deceiving consumers across segments. JSW Steel has been at the forefront of fighting this menace and we have already conducted over 40 raids in various parts of the country. Our team has innovated an in-house solution to make the product tamper proof.  We are launching a TV campaign for mass education of customers – creating awareness on how to recognize genuine tamper proof JSW Colouron+ steel products," he said.