Rungta Steel has launched a new television commercial featuring Bollywood actors Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor as the brand seeks to strengthen its consumer connect while highlighting the performance of its TMT bars.
Set in a light-hearted brand-room setting, the film brings the three actors together in a humorous interaction centred on Rungta Steel. The campaign uses celebrity appeal and entertainment to draw attention before shifting focus to the product’s core proposition of strength and reliability.
The company said the campaign is designed to make its communication more relatable while keeping its TMT bars at the centre of the brand narrative.
Rungta Steel TMT bars are manufactured using metallurgical processes and technology aimed at delivering high strength, ductility, uniformity and load-bearing capacity. The company positions these characteristics as key to building durable structures for residential and construction projects.
The campaign also seeks to link product performance with consumer confidence, targeting homeowners, builders and construction professionals who rely on steel for structural applications.
Commenting on the launch, Arvind Kumar, Vice President, Sales & Marketing, TMT, Wire Rod & Cement, Rungta Mines Ltd, said the campaign was developed to present the brand’s
strength in an entertaining and accessible 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,” Kumar said.
He added that the presence of Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor brings energy and recall to the campaign, while the central message remains focused on the strength of the product.
The new TVC is part of Rungta Steel’s broader brand communication strategy, combining mass-market entertainment with its product proposition around dependable TMT steel.
