The Third Line gallery inaugurates ‘The Steel Of Oman’ film campaign

Muhammad Yusuf, Features Writer

‘The Steel Of Oman’ campaign has been launched at The Third Line gallery, Alserkal Avenue, Dubai, with Hassan Hajjaj (represented by The Third Line) in collaboration with Wieden+Kennedy India for Jindal Shadeed Iron & Steel. It is a film campaign that is a homage to the people of Oman and their love of football. Conceptualised by W+K India under Chief Creative Officer Santosh Padhi (Paddy) and Creative Directors Amrish Kondurkar and Sunayna Sabharwal, the task of the brand campaign was to fire up the country’s passion for football in a way that was not done before.

W+K India collaborated with award winning director Ayappa K.M from Early Man Films for the movie and celebrated Moroccan artist Hajjaj, for Print/Outdoor imagery. Jindal Shadeed Oman and W+K India’s collaboration brings alive Oman’s love for football during FIFA 2022. “‘The Steel Of Oman’ campaign by W+K India is a true ode to Omani strength and resilience during the world’s biggest sporting event,” say the organisers. Jindal Shadeed Iron and Steel is the largest privately owned integrated steel producer in the Gulf Region (Gulf Cooperation Council). It is committed to the acceleration of Oman’s industrialisation and modernisation.

 Award-winning director Ayappa K.M.

“Being the undisputed market leader and a prestigious business partner of Oman, 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,” says the company. W+K India came up with ‘The Steel Of Oman’ brand proposition which celebrates Omani culture, sportsmanship and the growth of the nation. It can be said to be an ode to the country’s love for football, its traditions and customs, while embracing its promising future. Background: It was a multiple agency pitch which W+K India won against other giant networks.

The 360 degree campaign spreads across national television, theatres, digital, social, print and outdoors for a period of four-five weeks. The three minute plus long film showcases Omani culture with football as the backdrop, as the visual montage travels from the beautiful landscapes of Oman, to people across age groups and gender and juxtaposes them with energy driven football shots. The music track composed by Danish musician Sofyann Ben Youssef focuses on the local folk vocals, further energised with a continuously thumping beat that builds towards a crescendo.

Hajjaj has captured more than 20 portraits in his unique style of photography (see below for details), right from Omani achievers and iconic celebrities, to common people who perhaps truly symbolise ‘The Steel of Oman’. Each person showcased in the campaign played a key role in building Oman and Hajjaj’s work brings alive their stories in an authentic and powerful manner. Jindal’s tie-up with Omani national football team players Ali Al Habsi, Al Hosni and Imad, also provides heft to the credibility of the campaign, turning it into a matter of national pride. “The whole Jindal Shadeed team and especially Venkatesh Jindal (Chairman), had massive faith in us and gave us full creative freedom to get this narrative right. 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,” said Padhi.

“The brief was inspiring and the client’s faith in our ability to do something truly authentic pushed us for something truly special. The creative team came up with a simple yet powerful narrative that also enabled us to find interesting production partners who could help bring our ideas to life and we found them in Ayappa and Hassan Hajjaj who are known for their stellar craft. “We are extremely proud that this work symbolises the true values of what Wieden+Kennedy is known for worldwide,” said Ruchika Khanna, Director Digital + Business Head, W+K India. Wieden+Kennedy is an independent creative agency known for its groundbreaking work on shaping cultures via key brand partnerships.

“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,” said Harssha Shetty, CEO, Jindal Shadeed Iron and Steel.

Moroccan contemporary artist Hajjaj lives and works between London, UK and Marrakesh, Morroco. His style is easily recognisable and combines “elements of high fashion with trashy pop culture.” He is known to mix luxury brands with obvious fakes and usually frames his photography with repeated motifs consisting of tin cans. Hajjaj’s stylings combine camouflage, polka-dot or animal prints, with traditional fabrics from the souk. His photos “bring a sense of play that melds Moroccan heritage with a patchwork hip-hop swagger.”