The Institute for Steel Development and Growth (INSDAG), one of the biggest advertisers in India, has approached eight agencies to pitch for its business.
The media spend for the campaign, which will be more than £10 million, will be funded by several large and small steel manufacturers.
The contacted agencies are Bates Enterprises, McCann Erickson, Grey Worldwide, JWT, Ogilvy & Mather, Lowe, Mudra and Leo Burnett.
RKP Singh, the director-general of INSDAG, said: "The idea is to promote the benefits of steel, and project it as cost effective and useful."
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