Jindal Shadeed Oman and Wieden+Kennedy India Launch ‘The Steel of Oman’

“This piece isn’t about selling more steel or chest thumping about being a market leader.”


Jindal Shadeed Iron and Steel


Wieden+Kennedy India

Jindal Shadeed Iron and Steel has launched an epic film, ‘The Steel Of Oman’ created by W+K India as “a true ode to Omani strength and resilience during the world’s biggest sporting event.”

Through the World Cup campaign film Jindal Shadeed “aims to convey its commitment to Oman by celebrating the spirit of its people and its unique culture which the world knows little about,” the brand said in a release.

W+K, India came up with the brand proposition, ‘The Steel Of Oman’ which celebrates Omani culture, sportsmanship and the growth of the nation.


“It is an ode to the country’s love for football, its traditions and customs while embracing its vivid future.”

The 3-minute film showcases the Omani culture with football as the backdrop with a stunning visual montage that travels the beautiful landscapes of Oman. The music track was composed by Danish musician Sofyann Ben Youssef and focuses on the local folk vocals, further energized with a thumping beat that builds towards the crescendo.

W+K India collaborated with director Sanju Ayappa from Early Man Films and Moroccan artist Hassan Hajjaj from The Third Line Gallery for Print/Outdoor imagery.


Hassan Hajjaj has captured more than 20 powerful portraits of Omani achievers, iconic celebrities to common people who truly symbolize ‘The Steel of Oman’

Jindal’s tie-up with National football team players Ali Al Habsi, Al Hosni, and Imad also add to the campaign.

“The whole Jindal Shadeed team and especially Mr. Venkatesh Jindal (Chairman) had massive faith in us and gave us full creative freedom to get this narrative right,” said Santosh Padhi (PADDY) Chief Creative Officer, W+K India.

“This piece isn’t about selling more steel or chest thumping about being a market leader. Instead, Jindal Shadeed wanted to honestly celebrate the real steel of the nation i.e. the people, culture, their spirit and passion for the game.

There was a conscious decision to pitch the film into beautiful arty non-ady-space, as we all were very clear we didn’t want another ad in the midst of celeb centric football clutter during this FIFA World Cup. We wanted this to be as authentic as it could get. It was a challenge to work with real people, non actors, and a stunning yet daunting Omani terrain but thanks to Ayappa and gang, we went above and beyond to bring that alive.”

Harssha Shetty, CEO, Jindal Shadeed Iron and Steel added: “Football has been a much-loved sport that has brought the country together. While our new campaign has football at its heart, our film is also a journey through the authentic traditions of the country, its rich culture, and its strong values. Most importantly, it celebrates the people of Oman. Through this campaign, Jindal Shadeed seeks to further weave itself into the social fabric of Oman. At Jindal Shadeed, we will continue to deepen our relationship with the Sultanate through initiatives that drive meaningful impact in society.”


Creative: Santosh Padhi (Paddy), Amrish Kondurkar, Sunayna Sabharwal,
Anirban Sengupta, Muskaan Jain
Business Management: Ayesha Ghosh, Ruchika Khanna, Bhawna Vohra
Snigdha Jha, Achintya Trivedi
Strategy Planning: Divyanshu Bhadoria, Shweta Kaul
Film Production: Anand Menon, Milin Shah Early Man Films
Film Director: Sanju Ayappa
Print Production: Sunny Rahbar, The Third Line Gallery
Artist: Hassan Hajjaj
Print Assists: Ebon Heath, Salah Bouade

The Staff

The Staff

Gettin' it done, when the done needs gettin'.

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