Why Kajaria put Ranveer Singh on tile adhesive duty

When Indian homes are renovated, the conversation centres on tile colour, finish, size and price. What almost nobody mentions is what keeps the tile on the wall.

Gresbond by Kajaria, the tile-fixing and surface-care arm of Kajaria Ceramics, wants to change that. It has appointed Ranveer Singh as brand ambassador, and will launch a new campaign, ‘Tile Expert Ka Tile Adhesive’, nationally from 16 October 2026 across digital, social media, out-of-home and on-ground activations.

One face, two jobs

Singh already represents Kajaria, so this is not a fresh celebrity equation. It is a transfer: the energy and trust built for the tile brand is being extended one step down the value chain to adhesives, grouts, surface cleaners and tiling tools.

Kartik Kajaria, who leads the Gresbond business, said the move is part of Kajaria Ceramics’ push to expand reach while strengthening products, manufacturing and distribution. “Tile fixing remains an overlooked part of the tiling process,” he noted, despite shaping how a floor ages.

That line is the strategy. Gresbond is trying to turn a low-interest, back-stage product into a visible choice.

The ingredient-branding play

This is close to the classic ingredient-branding move: when a component is unseen, you give it a name, a promise and a face so buyers can judge it. The face has to mean the right thing.

Ranveer Singh is not being used as a technical authority here. The campaign focuses on expertise, which matters because a wrong adhesive is felt only later as cracked joints or loose tiles. Celebrity plus category education is a practical combination: attention first, reason to care second.

Why this matters for marketers

The broader lesson is about salience in overlooked categories. If customers do not think about your product until after failure, advertising has to create a category entry point before the purchase, not at the point of damage. It also shows that credibility can be lent, but relevance has to be built.

• Keep the same ambassador across masterbrand and sub-brand to borrow existing mental shortcuts.
• Name the silent failure your product prevents, not just the feature.
• Use a launch across multiple formats, the way Gresbond is doing, to make a technical message feel like a campaign.

Singh said his Kajaria partnership had been important because of the brand’s focus on innovation and design, and that Gresbond extends that focus to the foundation behind lasting designs. That is the positioning in one sentence: the visible surface is only as good as what is underneath.

The test ahead

The real measure is not ad recall. It is whether homeowners, architects and contractors begin asking for Gresbond by name at the dealer counter. If they do, the brand will have turned borrowed fame into a buying cue.

Source: Afaqs!