SRK, Alia and Ranbir Spotlight Rungta TMT Bars
CE DESK 
Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor bring TMT bars into the spotlight through Rungta Steel’s latest television commercial, which combines Bollywood humour with a message about product strength.
Set in a brand-room environment, the TVC shows the three stars discussing possible ideas for Rungta Steel. Each actor proposes a concept based on familiar film characters and storylines. The conversation creates playful banter before the brand shifts attention to the performance of its TMT bars.
Shah Rukh Khan references his popular Don image. Ranbir Kapoor uses the energy of Rockstar, while Alia Bhatt draws on her film Jigra. Their ideas are rejected, and the trio eventually performs the dance sequence they had tried to avoid. The use of self-referential humour makes the advertisement entertaining while keeping the product at the centre.
The campaign highlights properties linked to Rungta Steel TMT bars, including strength, ductility, uniformity and load-bearing capacity. These features are important for residential buildings and construction projects, where steel reinforcement helps support structural stability.
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.”
“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”, said Ayyappan Raj, founder, The Script Room.
The new commercial continues Rungta Steel’s long-running association with the three Bollywood actors. Alia Bhatt and Ranbir Kapoor joined the brand earlier, while Shah Rukh Khan became its brand ambassador in 2023.
By pairing celebrity appeal with a clear construction message, Rungta Steel uses entertainment marketing to improve recall in the competitive TMT bar category.
