Bondtite from Astral Limited, one of India’s most trusted adhesive brands with a legacy of over 30 years, is set to take a significant leap forward with the launch of its new brand campaign—marking a decisive step in strengthening its position as a premium challenger brand in the Indian adhesives market.
As part of this strategic move, Bondtite has roped in Ranbir Kapoor as its brand face. Known for his credibility, versatility, and wide appeal across generations, Ranbir Kapoor brings a strong sense of trust and relatability—attributes that closely align with Bondtite’s brand values. His association adds renewed strength to Bondtite’s vision of
becoming a synonymous name for adhesive requirements across applications.
The upcoming campaign places wood adhesives at the core of its communication, a
category that continues to be a strong growth driver for the brand. Alongside wood
adhesives, Bondtite also boasts of robust portfolio of epoxy and cyanoacrylate (quick) adhesives, catering to a wide range of creation and repair needs across industries, trades, and households.
Speaking ahead of the campaign launch, Mr. Saumya Engineer – CEO of Astral
Limited (Adhesives & Paints) said: “Bondtite has spent over three decades earning trust in the market through performance and consistency. This new campaign, supported by a strong celebrity association, reflects our renewed enthusiasm and confidence to accelerate growth—especially in the white adhesives segment. Our vision is to help evolve the Indian adhesives market by building a nationally trusted brand that offers professionals, craftsmen, and consumers a powerful, credible choice. This marks a key step towards deepening our connect across India while expanding our footprint at
scale.”
The new campaign signals Bondtite’s ambition to not only enhance brand visibility but
also encourage greater awareness and adoption of adhesives as a critical solution in creation, construction, and everyday applications. Backed by Astral’s strong manufacturing, distribution, and innovation capabilities, Bondtite is poised to strengthen its presence and play a defining role in shaping the future of the Indian adhesives market.
The campaign will be unveiled across multiple media platforms, marking the beginning
of a new chapter for Bondtite—one that blends performance, trust, and aspiration,
bonded ekdum tight.
Mr. Kairav Engineer – Executive Director of Astral Limited mentioned: “Wood
adhesives remain the backbone of the category, and Bondtite is ready to lead that conversation with clarity and confidence. By positioning Bondtite as the ‘Lakdi ka Chumbak,’ we are simplifying choice for carpenters, applicators, and trade partners alike. The association with Ranbir Kapoor adds strong relatability and trust to this narrative, helping us deepen our connect across the trade ecosystem while building a credible, high-performance alternative in a highly concentrated market.”
Part of Astral Limited, India’s fastest-growing building materials and construction solutions company, Bondtite benefits from Astral’s strong presence across multiple business verticals including Pipes, Bathware, Water Tanks, Construction Chemicals, Adhesives, Sealants and Paints. With this campaign, Bondtite aims to further reinforce its commitment to delivering high-performance, reliable, and innovative adhesive solutions for both professionals and consumers.