Crossbond has brought on Ranveer Singh as its brand ambassador, signalling a shift from a largely trade-driven communication approach to a more consumer-facing strategy.
Operating in the construction chemicals and adhesives space, Crossbond has traditionally relied on dealer networks and contractor relationships for growth. The move to onboard a mainstream celebrity indicates an intent to widen brand visibility among end consumers, particularly in urban and semi-urban housing markets where brand choice is increasingly influenced by awareness.
The Strategic Read
India’s construction chemicals market is projected to grow at 8–10% CAGR, driven by housing demand, infrastructure expansion, and renovation cycles. Within this, categories like tile adhesives, waterproofing, and bonding solutions are seeing increased competition and commoditisation.
By associating with Ranveer Singh, Crossbond is attempting to break category codes — moving from functional, product-led messaging to brand-led recall. This mirrors a larger industry shift where B2B-heavy categories (cements, paints, pipes) are investing in celebrity-led storytelling to influence both contractors and homeowners.
For the ad industry, it reinforces how media planning in such sectors is moving upstream — from point-of-sale influence to mass media and digital storytelling. The celebrity becomes a bridge between technical credibility and emotional resonance.
What This Means Going Forward
Expect more construction and infrastructure-linked brands to adopt mass media strategies as competition intensifies.
Our insight
In trade-led categories, celebrity endorsement is no longer about aspiration — it’s about accelerating trust at scale.