Conceptualised by The Womb, the film highlights the efficacy of the product Bondite and its widespread application across the nation.
The film showcases an array of clips of how the brand bonds diverse regions through specific raw materials from Kashmir to Kanyakumari. The film synergises the emotions of unifying the nation and ended with the tagline, 'India ke alag-alag materials ko jode ekdum tight, Bondtite' (Combining different materials of India very tightly with Bonedite).
Sandeep Engineer, managing director, Astral Poly Technik, said, “In celebration of Bondtite's 25th anniversary, we are delighted to present the campaign around Bondtite which is synonymous with strength, quality, and trust. The launch of this campaign during Republic Day enhances its significance since it features the diversity of bonds. With this campaign, we aim to aid visibility while adding more value to our brand and boost Astral Adhesives business in the market.”