~ Rungta Steel’s latest TMT TVC drops Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor into a brand-room roast — Don, Rockstar and Jigra pitches lose to a Hookah Bar dance. ~
Mumbai, September 2026: Rungta Steel has rolled out a new television commercial for its TMT bars, starring Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor — and this time the bit is the making of the ad itself. Created by The Script Room, the film puts the trio in a writers’ room with a brand manager (played by Brijendra Kala) as they fight over which film-world idea best sells structural strength.
Khan opens with a Don-style fortress the police of 12 nations can’t crack because it’s built with TMT. Ranbir hijacks the “mushkil hi nahi, naamumkin hai” line for a Rockstar stage that shakes the world but not the bars. Alia cuts in with “O nadaan parinde” and a Jigra-inspired jailbreak that fails for the same reason. Kala’s counter-pitch — a silly dance to a repurposed “Tera Pyaar Pyaar Pyaar, Rungta Baar Baar” — gets laughed off, until the ending twist: the stars ask which script wins, and the cut lands on them dancing to the brand manager’s jingle. Punchline: “Rungta TMT baar, ekdam solid.”
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.”
The film continues Rungta’s celebrity playbook — earlier cuts dropped the stars into Gangubai, Rockstar, Raees and Jawan recreations — but shifts from costume cameos to self-deprecating banter about the ad itself. Against a category that often sells TMT via hypermasculine endurance, the new spot leans on humour and film literacy, keeping product strength as the quiet punchline rather than a flexed muscle.
Marketing take: Infrastructure brands rarely get to be funny without diluting the trust ask. Rungta’s bet is that meta comedy — stars spoofing their own IP, then losing to the brand manager’s dance — makes “ekdam solid” stick harder than another steel-flex metaphor. If the roast travels beyond the TVC cutdowns, the writers’-room format becomes a reusable franchise for a category that usually sounds the same.
