The new TVC uses a playful, celebrity-led narrative to bring Rungta Steel’s TMT bars into focus, highlighting strength, ductility and load-bearing performance.
Rungta Steel has brought together Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor for its latest television campaign, using the star power of the three actors to give a traditionally functional product category a more entertaining treatment. Set inside a brand-room environment, the film revolves around an interaction between the three actors before turning its attention to Rungta Steel’s TMT bars. The product story centres on the performance attributes of the bars, including strength, ductility, uniformity and load-bearing capacity.
The campaign also takes a different approach to the familiar advertising language of the TMT category. Rather than building the communication around a conventional product demonstration, the film uses humour and the personalities of its three stars to create a more memorable route into the product message. The
According to Rungta Steel, the campaign is designed to balance entertainment with a clear product promise, using the celebrity cast to draw attention while keeping the focus on the strength of the material.
Arvind Kumar, vice president- sales & marketing (TMT, Wire Rod & Cement), Rungta Mines, 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.”
The creative approach comes from The Script Room. Ayyappan Raj, founder, The Script Room, said: “Rungta TMT as a brand has done interesting advertising around movies, and characters from movies. When we got the brief, rather than parodying a film, we decided to parody the category itself. It allowed us to have fun with the conventions of TMT advertising while keeping the brand’s core promise front and centre, with a musical twist that achieves branding in a funny and memorable way.”
With three of Bollywood’s most recognisable faces at its centre, the campaign takes a category traditionally driven by functional communication and gives it a more entertainment-led treatment, while retaining the product’s core proposition around strength and structural performance.
