Rungta Steel has rolled out a new TVC featuring Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor. The campaign uses humour and celebrity banter to bring its TMT bars’ strength proposition into the conversation.

Set in a brand-room setting, the film opens with the three actors playing themselves as they brainstorm and debate ideas for the brand campaign. Each pitches a storyline drawing from their respective film personas and filmographies, leading to a lively back-and-forth and lighthearted exchange between the trio. The ideas, however, are ultimately rejected, with the team reverting to the brand manager’s original script.

What we think about it: While the stars’ banter provides the entertainment hook, the product takes a back seat for much of the narrative, with the trio's personalities and film references doing much of the heavy lifting. This raises the question of whether the celeb-heavy execution risks overshadowing the product proposition.

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.”