Mumbai: Shyam Steel, one of the producers and manufacturers of primary TMT Bars, launched its new digital campaign featuring celebrity superstar Vijay Deverakonda.

Vijay has been signed as the face of the brand in the Andhra Pradesh and Telangana market to establish a local connect and have a better resonation with the brand.

The campaign has been written and directed by Rensil D’silva and Partho Sarkar of Ignition films.

Speaking on the TVC campaign launch, Lalit Beriwala, Director, Shyam Steel said “The digital film reflects the brand’s thought in connection with Vijay’s exemplary hard work, charm and flexibility in leading the way towards a progressive and unified nation. The campaign will help the brand to build a stronger connection with its target audience in the southern market.”

Rensil D’Silva, the writer and director of the campaign says: “In a world where relationships are becoming increasingly fragile, Shyam Steel’s new campaign taps into a unique insight: Relations become stronger when they’re flexible. This is the real strength of Shyam Steel TMT bars. And it is this insight that is the baseline of this campaign.”