Rungta Steel has launched a new television commercial featuring Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor, bringing the three Bollywood stars together in a humorous brand film centred on the strength of its TMT bars.
The latest campaign uses entertainment and a light-hearted conversation to build consumer engagement, while keeping the product’s core proposition strength and reliability at the centre of the narrative.
Set in a brand-room environment, the TVC brings Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor together for an interaction around Rungta Steel.
The film uses the personalities of the three celebrities to create a lively and relatable conversation before moving back to the product. The humour is intended to make the brand message more accessible, while the narrative ultimately links the entertainment-led storytelling to the strength of Rungta Steel TMT bars.
The campaign positions the celebrity presence as a way to drive recall, but keeps the product proposition central to the film.
The campaign consequently uses the idea of strength at two levels, the immediate product benefit of strong TMT bars and the longer-term confidence that the brand aims to establish among consumers.
While the TVC is built around entertainment, Rungta Steel’s product proposition remains rooted in the performance of its TMT bars.
According to the company, its bars are manufactured using advanced metallurgical processes and technology and are engineered for high strength, ductility, uniformity and load-bearing capacity. These attributes are positioned as important for building durable and resilient structures.
Speaking about the launch of the new TVC, Mr. Arvind Kumar, Vice President – Sales & Marketing (TMT, Wire Rod & Cement), Rungta Mines Ltd, said, “With this campaign, we wanted to present the strength of Rungta Steel in a manner that is entertaining, distinctive and easy for consumers to connect with. Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor bring tremendous energy and personality to the film, helping us communicate our product promise in a memorable way.”
“At the heart of the campaign is a simple message: while the way we engage with consumers can be entertaining and memorable, the strength of the product is what ultimately builds lasting confidence. Through this campaign, we continue to reinforce Rungta Steel’s commitment to delivering dependable, high-quality TMT bars for stronger structures across India.” he added.
