Muscat – Inspired by the passion for football exhibited by the local community and in celebration of an authentic culture of Oman, Jindal Shadeed Iron and Steel (JSIS) unveiled a campaign titled ‘The Steel of Oman’ focused on promoting football in the sultanate on Monday.

With the ongoing FIFA World Cup Qatar 2022 providing the perfect backdrop and adding to the excitement, the company unveiled the campaign’s heart-warming film, and announced Oman’s legendary footballer, Ali al Habsi as its brand ambassador.

The unveiling ceremony was held under the auspices of H E Abdulsalam bin Mohammed al Murshidi, President of Oman Investment Authority, at Kempinski Muscat.

The film, shot with local aesthetics, highlights not just how football unites the nation, but also the beautiful culture of the sultanate and its people. The red-carpet event witnessed the presence of several public figures, celebrities, top-level officials and media personnel.

Commenting on the campaign, Harssha Shetty, CEO of JSIS, said, “Football has been a much-loved sport that brings 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 official brand ambassador Habsi, marvellous scenery from across the country, various cultural spectacles, and a diverse crowd of football personalities and enthusiasts.

The unveiling event also featured exclusive printed works of renowned artist Hassan Hajjaj who captured the essence of Oman’s sports scene by showcasing some of the country’s top athletes. The film includes shots of Imad al Hosni, Abdul Aziz al Muqbali, Hassan Rabia, Khalifa Ayil, Tharaa al Ismaili, Malak al Zadjali, Paralympian Mohammed al Mashaikhi, Olympian Barakat al Harthy, racing sensation Shihab al Habsi, and Nadhira al Harthy, the first Omani woman to scale Mt Everest.

Commenting on the endorsement, Habsi said, “I am proud to be endorsing ‘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 Habsi’s Academy for Football via the Jindal Shadeed–HFA campaign, thereby 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. Focused 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 Oman Vision 2040.