Rungta Steel has rolled out a campaign for its TMT Bars, which has its three star brand ambassadors, Shah Rukh Khan, Alia Bhatt, and Ranbir Kapoor, once again reprising roles from their earlier movies.

In the third such instalment featuring the trio, the film portrays real-life couple Kapoor and Bhatt as a reel-life couple seeking marital counselling, albeit in their filmy avatars. Bhatt is her feisty Safeena from Gully Boy, while Kapoor returns as Bunny, the free-spirited soul with a wanderlust from Yeh Jawaani Hai Deewani. The duo, with mismatched personalities, are shown seeking counselling from Khan who reprises his role of Dr Jahangir Khan, the psychologist from Dear Zindagi. 

The couple is close to calling it quits in their relationship, with Safeena being frustrated with Bunny for always being away, while the latter justifies his absence, saying he feels ‘unsafe’ at home after a wall he climbed to watch the sunset collapsed. Dr. Khan offers a straightforward quickfix: Rungta Steel, ‘renowned for its unmatched strength and reliability’.

What we think about it: The clever use of celebrities portraying their ‘hit’ film roles in advertisements highlights a trend that has grown increasingly popular over the last few years. Coupled with a clever script, it’s a winning formula for the brand with audience recall and brand salience, as the characters are already tried and tested for their popularity, this latest outing of Rungta Steel being no different.