In April, Astral-owned glue brand Bondtite leveraged its sponsorship of the Lucknow Super Giants during the IPL 2023 through an activation fronted by players Deepak Hooda, Nicholas Pooran and KL Rahul
The campaign, conceptualised by agency The Womb, was spearheaded by a hero commercial starring Hooda, Pooran and Rahul as a trio of avatars.
The spot starts with Rahul reciting a shayari (poem) about broken hearts and struggles for a line to rhyme, teammates Hooda and Pooran offer a rhyming solution – Bondtite. Then the three all sing together the line: ‘Arey dil patthar ya granite sab ko jodey ekdum tight, sab ko jodey ekdum right / Whether it’s a broken heart or granite, Bondtite sticks everything together absolutely tight’.
Titled ‘Jode Ekdum Tight / Stick Together Tight – Bondtite’, the spot dropped across TV and the brand and team’s social channels from 20 April and was supported by an evolving set of social content pieces.
“As a national brand we understand how cricket brings the nation together,” explained Astral VP Saumya Engineer. “Bondtite’s partnership with Lucknow Super Giants for the IPL 2023 season is a seamless blend as both Bondtite and cricket are powerful unifiers. Our brand has always been synonymous with strength, quality, and trust, and this partnership allows us to strengthen our relationship with consumers while boosting our brand visibility.”
Team owner and Indian conglomerate RPSG sport’s division CEO Vinod Bisht added: “We’re very excited to work with Bondtite, one of India’s premium adhesive manufacturers. As one of the newer teams of the IPL with a rich legacy in sports, our goal is to work with top brands with proven success in sports partnerships and Bondtite is a true testament to that. We welcome Bondtite onboard as we look to add value to customers and fans alike.”
The campaign was created for a team at client Astral which included Yogen Parikh, Sumit Pathak and Sumesh Pillai by creative agency The Womb.
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