Shah Rukh Khan, Ranbir Kapoor and Alia Bhatt have come together for a new ad campaign. The campaign is for Rungta TMT steel bars. Its tagline is “Ekdum Solid Strength”.

The films are directed by Abhishek Varman. Actor Bijendra Kala also features in the spots. The ads playfully reference the stars’ famous films, including Don, Rockstar and Jigra. The campaign ends with a recreated “Hookah Bar” song sequence.

The campaign was launched on September 24. The brand said it wanted the country’s three biggest stars to talk about strength and trust. Steel brands have been signing film stars to stand out in a crowded market.

Advertising experts said multi-star campaigns are rare and costly. They added that the nostalgia pitch could work well with family audiences. The films will run on TV and digital platforms through the festive season. More films in the series are expected soon.

Behind-the-scenes clips will be released on social media. Trade watchers said the campaign could lift the brand’s recall in key markets.