Astral Bondtite Launches ‘Lakdi Ka Chumbak’ Campaign with Ranbir Kapoor

Astral Bondtite unveils ‘Lakdi Ka Chumbak’ campaign featuring Ranbir Kapoor, positioning the wood adhesive as carpenter’s trusted choice through cultural storytelling by The Womb.

Astral Adhesives has launched its boldest campaign yet for flagship wood adhesive Bondtite—‘Lakdi Ka Chumbak’ (Wood’s Magnet)—starring Bollywood superstar Ranbir Kapoor. Conceptualised by The Womb, the initiative transforms functional bonding strength into a culturally resonant phrase borrowed directly from carpenters’ everyday language, positioning Bondtite as the category’s most reliable grip.​

The humorous film depicts Kapoor in a playful musical chairs scenario where Bondtite’s magnetic hold wins every round, blending mass appeal with trade credibility. Kairav Engineer, Executive Director at Astral Limited, emphasized: “Wood adhesives are core to our portfolio. This campaign establishes Bondtite as carpenters’ clear, confident choice”.​

Unlike category norms dominated by technical claims, Lakdi Ka Chumbak creates a long-term platform idea. The Womb’s Heval Patel noted: “Growth demands large platform ideas. This turns powerful bonding into cultural shorthand that travels from screens to worksites.” Suyash Khabya, CCO, highlighted the insight: “Carpenters call strong adhesives ‘Lakdi Ka Chumbak’—local, powerful, instantly understood.”

Rolling across TV, digital, cinema, OOH, and social media, the expansive push marks Astral’s biggest adhesives investment. Kapoor’s casting adds trust transfer, helping Bondtite challenge entrenched competition through sticky storytelling and strategic star power.