Rungta Steel has launched a new television commercial that brings Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor together, using a light-hearted exchange to spotlight the strength of its TMT bars. The film uses celebrity charm as the entry point, with the brand’s product credentials following close behind.
Set in a brand-room, the film unfolds as a humorous conversation among the three actors about Rungta Steel. As the banter settles, the narrative turns to the product itself, placing the performance of the TMT bars at the centre of the story.
The company says the bars are made using advanced metallurgical processes and technology, and it highlights their strength, ductility, uniformity and load-bearing capacity. The product is positioned for use across residential and construction projects.
Speaking on the launch of the new TVC, Arvind Kumar, vice president, sales and marketing (TMT, Wire Rod & Cement) at Rungta Mines, said the brand wanted to present its strength in a way that is entertaining, distinctive and easy for consumers to relate to. He noted that the three stars bring energy and personality to the film, helping communicate the product promise memorably.
Kumar added that while engaging consumers can be fun and memorable, it is the strength of the product that ultimately builds lasting confidence. The campaign, he said, continues to reinforce Rungta Steel’s commitment to dependable, high-quality TMT bars for stronger structures across India. The approach follows a familiar playbook: use star power to earn attention, then let product credentials do the convincing.
