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Copper Protection / iSteel TVC

Sometimes an insight is in the product itself. iSteel's latest product induces copper into their TMT bars. Copper in most Indian cultures is considered auspicious. A metal known to protect people from bad things. And for that reason, elders usually put a copper bracelet for babies, especially during their naming ceremony.

Our job was to find a human moment in all of this. And here it is.

Directed by Sahit Anand

Produced by Boris Kenneth and Anand Akalwadi