New Delhi, Jul 21 (IANS): Tata Steel Thursday launched a corporate campaign portraying itself as a state-of-art global steel major which is also dedicated towards social, economic and environmental sustainability.

"As we grow, we touch more and more lives -- of shareholders, employees, partners, vendors, customers and through this campaign, we wish to spread these values to all our stakeholders and to the citizens of India," Tata Steel's managing director H.M. Nerurkar said.

The company said it will utilise all communication media and different languages to convey its campaign message.

"The campaign presents the company's very own achievers who have paved their own way to success and recognition," the company said in a statement.

"The core of the campaign is to showcase the organisation's involvement and commitment beyond steel making, while embodying it's overarching value system," the statement said.

It added that the first phase of the campaign will focus on print, radio, TV commercial, digital commercials and outdoors.

The campaign coincides with the India-England cricket series, for which Tata Steel is the co-sponsor, the statement added.