Astral Adhesives has rolled out a campaign, 'Lakdi Ka Chumbak’ (wooden magnet), featuring actor Ranbir Kapoor to showcase the offerings of its Bondtite product. 

Conceptualised by The Womb, the campaign consists of an ad film.

The film is set at a lively neighbourhood premier league, where Kapoor and his opponent, Tinku, face off in a tense game of musical chairs, both eyeing the final seat. As Kishore Kumar’s Ye Jawani Hai Diwani kicks in, the two play with energy, matching each other move for move. But Kapoor realises he needs more than luck to win. Spotting that Tinku is positioned perfectly in front of the chair, ready to claim victory the moment the music stops, Kapoor quietly signals a friend in the crowd for help. Understanding the cue, the friend rushes in with Bondite Hydra+ just as the song cuts out, pulling the chair toward the product and tipping the game in Kapoor’s favour. What looked like a fair contest turns into a clever, unexpected win powered by quick thinking and a little adhesive magic.

What we think about it:  Lands its core idea with playful confidence, turning a simple product truth into a memorable visual metaphor that’s easy to grasp. Yet the celebrity-led spectacle occasionally overshadows the functional benefit, leaving the adhesive to do more storytelling heavy lifting than the narrative itself.

Kairav Engineer, executive director, Astral, 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. The Womb, Astral’s creative and strategic partner on Pipes and Adhesives since 2020, brought sharp strategy, creative firepower, and infectious energy to the table. The association with Ranbir Kapoor adds strong relatability and trust to the narrative, helping deepen connections across the trade ecosystem while building a credible, high-performance alternative in a highly concentrated market.”

Heval Patel, chief operating officer, The Womb, added, “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. This witty, playful concept celebrates the irresistible pull between wood and Bondtite while creating distinction in a category dominated by a single player.”

Suyash Khabya, chief creative officer, 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. Playful yet confident, ‘Lakdi Ka Chumbak’ captures Bondtite’s magnetic pull, turning a product truth into a cultural idea.”

The campaign has been rolled out across television, digital, cinema, outdoor, and social media.