Astral Adhesives has launched a national campaign for its flagship Bondtite Wood Adhesives brand titled ‘Lakdi Ka Chumbak’ (Wood’s magnet). Conceptualised by The Womb, the campaign features Ranbir Kapoor and marks a strategic shift as Bondtite looks to strengthen recall and relevance in a highly concentrated market.
The creative idea translates the functional promise of strong bonding into a culturally familiar phrase. By positioning Bondtite as ‘Lakdi Ka Chumbak’, the campaign uses everyday language to simplify product choice for carpenters, applicators and trade partners.
Kairav Engineer, executive director of Astral Limited, said, “Wood adhesives remain the backbone of the category, and Bondtite is ready to lead that conversation with clarity and confidence. By positioning Bondtite as ‘Lakdi Ka Chumbak’, the campaign simplifies choice for carpenters, applicators, and trade partners alike.”
Engineer also referenced the long-term partnership with The Womb, noting the role of consistent strategic alignment. “The Womb, Astral’s creative and strategic partner on Pipes and Adhesivessince 2020, brought sharp strategy, creative firepower, and infectious energy to the table,” he said, adding that Kapoor’s presence adds relatability and trust across the trade ecosystem.
From a creative standpoint, the campaign seeks to build a platform rather than a short-term tactical message. Heval Patel, chief operating officer of The Womb, said, “In an era of tactical brand campaigns focused on short term gains, achieving disproportionate growth requires a large platform idea. ‘Lakdi Ka Chumbak’ delivers on that ambition by transforming the functional promise of powerful bonding into a cultural metaphor.”
The idea emerged directly from trade language. Suyash Khabya, chief creative officer of The Womb Communications, said, “The idea of ‘Lakdi Ka Chumbak’ emerged from the language carpenters use to describe the grip of a strong bond. The phrase is as local as it is powerful.”
The campaign spans television, digital, cinema, outdoor and social media, making it one of Astral’s largest category investments. According to Yogen Parikh, head of marketing communications, Astral Group, the scale reflects Bondtite’s ambition to build long-term distinction rather than incremental visibility.
