Muscat: Inspired by the inherent passion for football exhibited by the local community and in celebration of the authentic culture of Oman, Jindal Shadeed Iron & Steel (JSIS), the largest producer of steel in the country and among the largest in the GCC, has adopted a renewed focus on promoting football in Oman, through its ‘The Steel of Oman’ campaign.
With the ongoing FIFA World Cup Qatar 2022 providing the perfect backdrop and adding to the excitement, Jindal Shadeed at an exclusive event held under the auspices of His Excellency Abdulsalam bin Mohammed Al Murshidi, President of Oman Investment Authority, on 27 November 2022 at the Kempinski Muscat, unveiled the campaign’s heart-warming film, and announced Oman’s legendary footballer, Ali Al-Habsi as their brand ambassador. The film, shot with local aesthetics, highlights not just how football unites the nation, but also the beautiful culture of the country and its people.
The red-carpet event witnessed the presence of several public figures, celebrities, and top-level and media delegates.
Commenting on the campaign, Harssha Shetty, CEO of Jindal Shadeed Iron and Steel, said, “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.”
Conceptualised by Weiden+Kennedy India in collaboration with Director Ayappa from Early Man Films, the film pays tribute to Oman and its love for football through an inclusive and cultural lens, and stars Ali Al Habsi, as the official brand ambassador, marvellous scenery from across the country, various cultural spectacles, and a diverse crowd of football personalities and enthusiasts.
The event also featured exclusive printed works of renowned artist Hassan Hajjaj who captured the essence of Oman’s sport scene through featuring some of the country’s top athletes; the series includes shots of Imad Al-Hosni, Abdul Aziz Al-Muqbali, Hassan Rabia, Khalifa Ayil, Tharaa Al-Ismaili, Malak Al Zadjali, Mohammed Al Mashaikhi, the paralympic superstar, Barakat Al-Harthy, the Olympian star, Shihab Alhabsi, the youngest racing sensation in Oman, and Nadhira Alharthy, the first Omani woman to scale Mt. Everest.
Commenting on the endorsement, Al-Habsi, shared, “I am proud to be endorsing the ‘The Steel of Oman’ as it reflects the strength and vibrancy of our beloved country. Jindal Shadeed has brought the many facets of Oman to life in this film, and I hope that everyone enjoys watching this film as much as I enjoyed shooting for it. I am also thankful to Jindal for their continued support to nurturing football in the country.”
Cementing its commitment to promoting football, Jindal Shadeed has also signed an MOU with Oman Football Association and launched a collaboration with Ali Al-Habsi’s Academy for Football via the Jindal Shadeed–HFA campaign, therefore, taking a more holistic approach to developing football in the Sultanate. Apart from sponsoring football teams, the company will also sponsor training centres for the youth. With a keen focus on promoting inclusivity in the field and making football accessible to all, the campaign is designed keeping in mind both male and female football enthusiasts of all age groups.
While Jindal Shadeed has achieved stellar growth in its contribution to Oman’s economy, the company has also been mindful of giving back to the local community. Through its various endeavours, it will remain committed to contributing to the socio-economic progress of the country aligned to the Oman Vision 2040.