Creativeland Asia and AM/NS India collaborate on latest campaign featuring ‘Rustians’ to promote Optigal®️, a first-of-its-kind corrosion-resistant steel in India

Nationwide campaign goes live today, simplifies the science of corrosion through creative storytelling and multi-platform engagement

AM/NS India recently introduced Optigal®️, a world-class colour-coated steel product

Mumbai, May 15, 2025: ArcelorMittal Nippon Steel India (AM/NS India) today launched a nationwide integrated campaign featuring the ‘Rustians’ to showcase the unique value proposition of Optigal®️, a premium corrosion-resistant colour-coated steel product.

Creativeland Asia, a leading creative services agency, has developed the campaign to blend education with entertainment. It turns a complex technical topic of how rust forms on exposed surfaces like cut edges, and how a magnesium alloy coating protects steel; into an engaging story. 

Mr Ranjan Dhar, Director & Vice President – Sales & Marketing, ArcelorMittal Nippon Steel India (AM/NS India), said, “AM/NS India is increasingly using original storytelling to bring our proven, world-class steel innovations into more homes, businesses, and infrastructure across the country. This latest advertisement on Optigal®️, a world-class product that is now being manufactured domestically, aligns with our overall vision of ‘Smarter Steels, Brighter Futures’, and we are happy to have collaborated with Creativeland Asia to bring this vision to reality.”

Developed by Creativeland Asia, the 60-second CGI film simplifies complex steel protection technology through imaginative storytelling, humour, and visual intrigue. The 'Rustians' are portrayed as larger than life characters in a subtly menacing but memorable fashion, underlining the constant war steel faces against corrosion. Optigal®️, which is a proprietary substrate alloy technology developed using ArcelorMittal’s patented zinc-aluminium-magnesium alloy coating, is presented as a smarter, longer-lasting solution that neutralises these corroding forces like never before. The idea was to simplify science through narrative. 

Mr Sajan Raj Kurup, Founder & Chairman, Creativeland Asia, said, “We wanted to make corrosion protection easy to understand, even for someone with no technical background. The Rustians gave us a creative language to do just that. At the same time, we hoped to introduce a fresh voice in an industry where messaging can often sound alike. By personifying rust — giving it character and story — we aimed to spark genuine curiosity, making corrosion protection both accessible and memorable.”

To promote the campaign, AM/NS India is using a multi-platform outreach strategy that includes TV, digital channels, print media, and OTT platform. In the weeks leading up to the film's release, AM/NS India executed a phased on-ground teaser activation. High-footfall areas across Indian cities were tagged with graffiti-style messages — “Rustians were here!”, paired with bold X-marks, mimicking street art and igniting curiosity among passersby. The cryptic signs quickly generated buzz, spilling over onto social media. Complementing the on-ground presence, a coordinated digital build-up involved influencers and popular meme pages, creating teaser content that heightened curiosity ahead of the commercial’s release. 

Rigorously tested across diverse global environments, from coastal humidity to abrasive and sandy conditions, Optigal®️ offers up to three times the corrosion protection of conventional coated steel. Engineered for durability, visual appeal, and sustainability, this next-generation steel substrate alloy coating is well-suited to meet the demands of modern, eco-conscious construction.

With this campaign, AM/NS India has not only introduced a globally benchmarked product but also reframed how industrial technology can be communicated to a wider audience by transforming rust from an invisible problem into a visible, beatable villain.

ABOUT CREATIVELAND ASIA

Creativeland Asia, India's largest independent creative services company, is a powerhouse of over 260 specialists crafting award-winning solutions across digital, content, media, films, and technology. As a platform-agnostic creative shop, its sole objective is fantastic ideas that elevate its brand partners, ensuring they achieve distinction and business objectives. Creativeland seamlessly collaborates across media, digital, and physical platforms, delivering campaigns that capture hearts, transform brands, and define industry standards. Its unique approach sets it apart, leading the way in shaping the future of creative services with impactful, boundary-defying ideas.

ABOUT ARCELORMITTAL NIPPON STEEL INDIA (AM/NS India):

ArcelorMittal Nippon Steel India (AM/NS India) is a joint venture between ArcelorMittal and Nippon Steel, two of the world’s leading steel manufacturing organisations. A leading integrated flat carbon steel producer in India, the company has a crude steel capacity of 9 million tonnes per annum with state-of-the-art downstream facilities. It produces a fully diversified range of flat steel products, including value-added steel, and has a pellet capacity of 20 million tonnes.