MUSCAT : A community-centric organisation that acknowledges the country’s fervent passion for football, Jindal Shadeed – the largest low-carbon-intensity steel producer in the country – launched ‘The Steel of Oman’ campaign with an inspirational film at an exclusive event last month. With a foot-tapping song as the background, the #yallahyallah film was incredibly well-received by the community and has garnered over 4 million views on YouTube.

A truly heart-warming, visually artistic, musical film that took viewers on a journey across Oman and its beautiful culture and people, it highlighted how the spirit of football unites the nation. In addition, its background score, ‘Yallah Yallah’ has also gained increased popularity due to its cheerful, rousing, and upbeat rhythm that mirrors the authenticity of the Omani people.

Cementing its commitment to promoting football, Jindal Shadeed has also signed an MOU with Oman Football Association for opening nine under-14 training centres 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 promoting inclusivity in the field and making football accessible to all.

Commenting on the success of the film, Mr. Harssha Shetty, CEO of Jindal Shadeed Iron and Steel, said, “Paying tribute to the country’s love for football and in celebration of the ongoing FIFA World Cup Qatar 2022, our ‘The Steel of Oman’ campaign film has evoked strong emotions across the country. Riding on the current football fever in the GCC, it appealed to the people because it had the country’s most loved sport at the epicentre, and it also showcased the rich culture and traditions of the country in the backdrop of marvellous scenic views from across the country.”

The official ambassador of the campaign, Oman’s legendary footballer, Ali Al Habsi plays a key role in the film. His presence has, undoubtedly, contributed to the popularity of the film.

The campaign is live across key locations in the Sultanate with exclusive printed works of renowned artist Hassan Hajjaj who captured the essence of Oman’s sport scene by 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.

Jindal Shadeed’s one-of-a-kind campaign is original, creative, and a reflection of the country. It not only instantly connected with the masses, but has also cemented Jindal Shadeed’s ability to identify, acknowledge, and respond to what matters to the community.