MAM
Astral collaborates with Shah Rukh Khan’s ‘Jawan’ for a Bondtite-powered partnership
Mumbai: Astral Ltd, India’s leading building materials company, is thrilled to announce its exciting collaboration with the much-awaited Shah Rukh Khan starrer movie “Jawan,” a partnership that echoes the spirit of strength, resilience, and firm bonds. This unique association marks a strategic move to promote Company’s flagship brand, Bondtite, which is renowned for its powerful bonding capabilities with the tagline “Jode Ekdum Tight.”
This collaboration exemplifies the Brand’s distinct marketing approach of incorporating larger-than-life elements to generate interest and intrigue around its brand. Joining hands with “Jawan,” Astral continues its tradition of pioneering co-promotions that resonate with the audience.
Speaking about this exhilarating partnership, Astral Ltd. executive director Kairav Engineer shared his enthusiasm, stating, “We are delighted to team up with ‘Jawan,’ a movie that resonates with values of determination and unity, much like our Bondtite that form unbreakable bonds. We eagerly anticipate the release of the movie on 7th September and the impact of our shared message.”
As the release date of “Jawan” draws near, Astral Ltd. is excited to witness the impact of this partnership and the alignment of values between the brand and the movie’s ethos.
Astral Adhesives have also released a short-promo featuring Shahrukh Khan promoting Bondtite and the association with the tag line #EkdumTightEkdumRight
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
