Astral Adhesives has launched a new national campaign for its flagship wood adhesive brand, Bondtite, titled Lakdi Ka Chumbak, marking a strategic creative shift in how the brand speaks to India’s expanding trade ecosystem. Conceptualized by The Womb, the campaign stars Ranbir Kapoor and positions Bondtite as a wood adhesive so strong that its bond feels magnetic.
Rooted in everyday trade language, Lakdi Ka Chumbak draws from how carpenters naturally describe superior grip and durability. By translating a technical product benefit into a familiar cultural phrase, the campaign simplifies decision-making for carpenters, applicators, and trade partners, while reinforcing Bondtite’s reliability in a competitive category.
Bondtite has been part of Astral’s portfolio for over 20 years and has built equity around consistent performance and strength. With this campaign, the brand aims to sharpen its recall and relevance, especially in a market traditionally dominated by a single, long-established player. The idea is not to over-explain features, but to own a clear, memorable positioning that instantly communicates trust and performance.
Commenting on the launch, Kairav Engineer, executive director at Astral Limited, highlighted wood adhesives as a core focus area for the company. He noted that the campaign establishes Bondtite as a confident and dependable choice, while Ranbir Kapoor’s association adds relatability and credibility to the narrative.
According to The Womb, the campaign has been designed as a long-term platform rather than a short-term burst. By turning bonding strength into a cultural metaphor, Bondtite gains a distinctive voice in an otherwise functional category.
The campaign will roll out across television, digital platforms, cinema, outdoor, and social media, making it one of Astral’s most expansive brand-building efforts in the adhesives segment.
