SEL Tiger TMT by Shyam Metalics
Desh Ki Dahaad
How Garage Collective built SEL Tiger TMT's brand with the Desh Ki Dahaad campaign - 200% brand recall increase and pan-India reach.
The Numbers That Matter
0%
Brand recall increase
0M+
Campaign views
0Pan-India
Distribution reach
0%
Enquiry volume growth
The Challenge
SEL Tiger TMT, Shyam Metalics' flagship steel brand, had strong product credentials - IS-certified TMT bars manufactured with German THERMEX technology across 7 plants. But in a category dominated by legacy players like Tata Tiscon and JSW, Tiger TMT lacked the emotional brand recall needed to influence purchase decisions at the contractor and developer level. The brand needed to roar louder than the competition.
^ the "houston, we have a problem" moment
Our Approach
^ step by step, no shortcuts
Category audit - how construction professionals actually choose TMT bar brands
Brand anthem concept: 'Desh Ki Dahaad' - The Roar of the Nation
Multi-format production: hero film, Army Day tribute, Republic Day campaign
Pan-India distribution: YouTube, TV, social media, and trade shows
Patriotic positioning - linking India's infrastructure growth with Tiger TMT's strength
We created the 'Desh Ki Dahaad' campaign - a brand anthem that positioned Tiger TMT as the steel behind India's rise. Instead of talking about tensile strength and elongation ratios, we told the story of a nation building its future. The hero film featured real construction sites, real workers, and the unmistakable tiger roar. Seasonal extensions (National Army Day, Republic Day) kept the campaign evergreen, while trade show activations reinforced the message at point-of-decision.
^ that's the big brain move
^ swipe-worthy content, if we say so ourselves
“Garage took a commodity product and gave it a soul. 'Desh Ki Dahaad' didn't just build our brand - it made our dealers proud to sell Tiger TMT.”
VP Marketing
Shyam Metalics & Energy Ltd
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