Shyam Steel has launched its new TVC campaign featuring real-life couple Virat Kohli and Anushka Sharma. The new TVC is the extension of its "Hamesha Ke Liye Strong" campaign.
The campaign aims to send across the brand message that strong bond of relationship is achieved through a perfect balance of strength and flexibility just like Shyam Steel Flexi Strong TMT bars.
The TVC has been created by Rediffusion Brand Solutions and the production house is Cornerstone. The TVC is directed by Abhishek Burman.
The balance of strength and flexibility keeps the foundation of the relationship strong which is also affiliated with Shyam Steel’s core brand philosophy. The TVC reflects on this thought process that when the dream home is built with Shyam Steel flexi-strong TMT bars they represent a correct balance of strength and flexibility which keeps the home strong forever.
This is the third TVC in line with the ‘Hamesha Ke Liye Strong’ campaign.
The TVC showcases Kohli and Sharma enjoying a winter evening. To provide comfort to Sharma in this chilling weather, Kohli offers his jacket to her but when she sees Kohli shivering too they both decide to share the jacket.
This signifies the flexibility and understanding between the couple that strengthens the foundation of a relationship. Similarly, when houses are built with Shyam Steel flexi-strong TMT bars, such houses are more sustainable and have a strong foundation.
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.”
“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," said Sreeparna Gupta of Rediffusion Brand Solutions.
The TVC campaign will be showcased in digital platforms along with in news, sports, entertainment and GEC channels in TV and cinema halls. This will be followed by outdoor and print campaign to sustain the communication until the current financial year.