Genesis BCW, announced today that it has been appointed to handle communications for Indian Steel Association (ISA). The mandate was won by the Genesis BCW India north region and includes public relations and digital mandates, the latter including revamping the website and creating content for it.

Genesis BCW will work with ISA to build awareness about steel as a sustainable material and its contribution towards India’s socio-economic growth. The agency will also build resonance for ISA’s position as a consortium that is working towards a vision to transform the Indian steel industry.

Speaking on the announcement, Dr Bhaskar Chatterjee, secretary-general and executive head, Indian Steel Association, said, “As an association, we are the voice of the industry. Our focus is on making sure that people understand steel and the people behind it better, as well as showcasing the central role it plays in nation-building. We are confident that Genesis BCW, with its experience spanning infrastructure companies and associations, and overall expertise in communications will be able to partner with us in creating a lasting impact.”

Deepshikha Dharmaraj, chief executive officer, Genesis BCW, said, “Steel is literally the backbone of our country and that story needs to be told effectively, engagingly and creatively. We are excited to be chosen to partner with Indian Steel Association to use our earned-plus approach to move ISA’s many stakeholders.”

Genesis BCW secured this opportunity following a multi-level pitch process involving the various committees and sub-committees of ISA.