Tufcon is a leading TMT bar manufacturing company in Jharkand and West Bengal with a total manufacturing capacity of 150 metric tonnes per day (45,000 MT monthly). Tufcon approached Velocita Brand to position and create a campaign for their new steel bar range 600 HCR and 600 HCR XT.

Case Timeline

2018 – 2019


Tufcon | Print, OOH, Brochure, Flyer, Website UI/UX

New product, old market

Launch Tufcon Steel’s new range of TMT bar with Rib X and high corrosion resistance technology in select North Indian target markets

The Idea

Steel is seen as a commodity and purchase is defined by it’s price point over other attributes. In a competitive market and with a non-differentiated product, a celebrity endorsement would help the brand get customer eyeballs and help drive sales.

Flexibility and strength were key focus points in the product and also had to be in the launch campaign.

Ab India banega

In a three way tie with two other Indian celebrities, Tiger Shroff was appointed as the brand ambassador for Tufcon because of his personality and agility which was synonymous with the strength, durability and toughness. Which better youth icon could be the face of the Tufcon Steel ‘Ab India banega tough’ campaign?

The right face for the brand

Leveraging Tiger Shroff’s athletic and muscular physique synonymously with the product in each marketing collateral. We were able to build a perception of a higher quality steel range compared to other options in the similar price range.

Leveraging channels

OOH and POS marketing materials prominently featured the face of our campaign and dealers who grossed high sales had a chance to win exclusive face time with Tiger Shroff. The Tufcon steel website was another of the key assets that undertook a rebrand.


We were able to meet our goal of grabbing customer attention to the new range of Tufcon Steel’s offerings, the scale of their operations and their dedication to quality. After the launch of the Ab India Banega Tough campaign, the marketing team reported a 36% increase in sales in the next quarter.