One of the leading TMT bar producers in India, Shyam Steel has unveiled its new advertising campaign featuring the Indian cricketer, Virat Kohli, and his wife, the Bollywood actor, Anushka Sharma. The ‘Hamesha Ke Liye Strong’ campaign of Shyam Steel is being continued in the latest TVC.
The campaign attempts to communicate the brand idea that Shyam Steel Flexi Strong TMT bars are an excellent example of how a strong link of relationship can be formed via the right blend of strength and flexibility. Rediffusion Brand Solutions Pvt. Ltd. and Cornerstone Productions worked together to develop the TVC.
The relationship’s basis is kept solid by the combination of power and flexibility, which is also a part of Shyam Steel’s basic corporate philosophy. The TVC elaborates on this idea by stating that when your dream home is constructed with Shyam Steel Flexi-strong TMT bars, they stand for a proper mix of strength and flexibility that maintains your home sturdy forever. In keeping with the Hamesha Ke Liye Strong campaign, this is the third TV commercial.
Virat Kohli and Anushka Sharma are shown having fun on a winter night in the TVC campaign. Virat lends Anushka his jacket to keep her warm in this chilly weather, but when she notices that Virat is also shivering, they decide to split the garment. This represents the adaptability and mutual understanding that enhance a relationship’s basis. Similar to this, homes constructed with Shyam Steel Flexi-strong TMT bars have a solid foundation and are more durable.
Lalit Beriwala, Director, Shyam Steel, said, ” The campaign narrative embodies the principle of what Shyam Steel stands as a brand with strength and flexibility at its core. The relationship we share with our closed one at home forms the crux of the strong foundation. The previous TVC’s were also very well received by the audience and the star power of Virat Kohli and Anushka Sharma will help us to establish a strong connect amongst our target group.”
Sreeparna Gupta, Rediffusion Brand Solutions Pvt. Ltd., said, “The film narrates the story of simple everyday situations to highlight how flexibility in relationships keep the bond strong over years. Virat Kohli and Anushka Sharma add their own charm and star power that helps to connect with the audience till the last mile.”
An all-encompassing strategy will be used to market the TVC campaign. The TVC will be promoted on digital platforms and in TV and movie theatres on news, sports, entertainment, and GEC channels. A print and outdoor campaign will come next to continue the communication throughout the current fiscal year.