Rungta TMT has launched its latest campaign, ‘Ekdum Solid Strength’, featuring Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor. Created by The Script Room, the campaign takes a playful look at the familiar conventions of TMT advertising, using Bollywood, humour and a musical narrative to communicate the brand’s strength proposition.
Set in a boardroom, the film begins with a brand manager presenting an advertising idea for Rungta TMT. The three celebrities challenge the conventional approach and pitch their own larger-than-life Bollywood ideas around the strength of Rungta TMT Bars. The presentation eventually transforms into a Bollywood song, turning the category’s familiar advertising formula into the central joke.
Commenting on the campaign, Arvind Kumar, Vice President – Sales & Marketing (TMT, Wire Rod & Cement), Rungta Mines Ltd, 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.”
The campaign builds on Rungta TMT’s use of popular culture and entertainment to communicate its core product proposition. Its TMT bars are positioned around attributes including high strength, ductility, uniformity and load-bearing capacity.
“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 film has been directed by Abhishek Varman and produced by Shaza Morani and Priyaank Sharma of Mr & Mrs Films.
