Shyam Steel gets Virat Kohli and Anushka Sharma to flex old practices

Watch the film conceptualised by Rediffusion Brand Solutions here

Jul 03, 2022 09:48:00 AM | Video | Campaign India Team Share - Share to Facebook

Shyam Steel, TMT Bars manufacturer, has launched a campaign titled ‘Hamesha Ke Liye Strong’ featuring cricketer Virat Kohli and actor Anushka Sharma. Conceptualised by Rediffusion Brand Solutions, the film aims to tell its viewers that a strong relationship requires a balance of strength and flexibility. 
In the film, Kohli and Sharma are seen seated on a table, with their uncle who joins them for a meal. While the couple start to eat with their spoon and fork, their uncle starts eating with hand. Seeing this, the duo puts their eating tools away and joins their uncle to eat with their hands. Looking at their flexibility to compromise, their uncle feels even closer to them.
Lalit Beriwala, director, Shyam Steel, said, "Sometimes small gestures can make a big difference in our relationships. The relationship we share with family at home forms the crux of the strong foundation. The campaign narrative embodies the principle of what Shyam Steel stands as a brand with strength and flexibility at its core. The star power of Virat Kohli and Anushka Sharma will help the brand to establish a deeper connect with our target audience, especially in the regional markets.”
Sreeparna Gupta, branch head and head of client servicing, Rediffusion Brand Solutions, said, “The film narrates the story of simple everyday situations to highlight how flexibility in relationships keeps the bond strong over years. Just like the perfect balance of flexibility and strength present in Shyam Steel TMT rebars keep the structure strong for years. Virat Kohli and Anushka Sharma add their own charm and star power that helps to connect with the audience till the last mile." 
The film is being rolled out across digital, TV and cinema halls, followed by outdoor and print campaigns.