Ad Campaigns
Rungta Mines unveils new TVC ‘#EkdumSolid’ featuring Alia Bhatt & Ranbir Kapoor
MUMBAI: Steel manufacturing company, Rungta Mines Ltd., has rolled out its latest TV commercial, “#EkdumSolid” featuring Bollywood star couple Alia Bhatt and Ranbir Kapoor.
With this newly launched ad commercial, the company reiterates its commitment to serving its consumers with an expanding portfolio of products while creating values for all stakeholders and a relentless drive to be “#EkdumSolid.”
The TVC showcases Bhatt and Kapoor enjoying a playful conversation, but one that is asserted by an uncompromising shared value of a strong foundation across relationships and homes that embodies Rungta Steel’s wire rod, narrated as “Ekdum Solid.”
Rungta Steel’s wire rods go through a rigorous manufacturing process and state-of-the-art technology as part of its decades-long commitment to helping India experience faster growth.
A spokesperson from Rungta Mines Ltd. said, “Rungta Steel has invested heavily to provide a diverse portfolio of products. Our latest wire rod segment will enable key end users to confidently use the product in a plethora of applications. Rungta wire rods enjoy a smooth and shiny surface that comes with coil bundle packaging.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
