Brands
Rungta Steel brings Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor together
New TVC uses Bollywood star power and humour to highlight TMT bar strength
MUMBAI: Three stars, one steel story and enough Bollywood banter to make the beams bend. Rungta Steel has brought Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor together for a new television commercial centred on the strength of its TMT bars.
Launched on September 24, the TVC uses a humorous, conversational setting to bring the three actors into the same frame, while keeping Rungta Steel’s product proposition at the heart of the narrative.
Set in a brand-room environment, the film builds its communication around the interaction between Khan, Bhatt and Kapoor. The celebrity chemistry and humour provide the entertainment hook, before the narrative turns towards the strength and reliability of Rungta Steel TMT Bars.
The campaign draws a distinction between memorable communication and the product itself, with the brand positioning strength as the foundation for long-term confidence among consumers.
Rungta Steel said its TMT bars are manufactured using advanced metallurgical processes and state-of-the-art technology. The company highlights attributes including high strength, ductility, uniformity and load-bearing capacity, which it says are intended to support durable and resilient structures.
The product proposition is aimed at homeowners, builders and construction professionals, with durability and reliability forming the central message around the brand.
The decision to bring three prominent Bollywood names together gives the campaign a celebrity-led route to brand recall, while the TVC continues to steer the conversation back to the product.
Arvind Kumar, Vice President – Sales & Marketing (TMT, Wire Rod & Cement), Rungta Mines Ltd, said the campaign was designed to present the brand’s strength in an entertaining and distinctive manner.
“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,” he said.
Kumar said Khan, Bhatt and Kapoor bring energy and personality to the film while helping communicate the product proposition. He added that the central message remains that while consumer engagement can be entertaining and memorable, product strength ultimately plays a role in building lasting confidence.
With three of Hindi cinema’s recognisable faces doing the talking, Rungta Steel is betting that the campaign’s star power can draw attention — while the steel does the heavy lifting.
