Kajaria Ceramics is taking its celebrity playbook a step further. Gresbond by Kajaria, the company’s tile-fixing solutions brand, has named Ranveer Singh as brand ambassador and will launch a new campaign, ‘Tile Expert Ka Tile Adhesive’, nationally from October 16, 2026.
Singh already represents Kajaria’s tile business. The new association puts one familiar face across two halves of the same project: selecting the tile and fixing it correctly.
The move is a high-energy bet on a low-glamour part of home construction. Tile buyers may spend hours on design choices, but the adhesive, grout and care that determine how long the installation lasts rarely get the same attention. Gresbond wants Singh to change that.
What the campaign will show
The rollout is built around a series of films starring Singh and featuring Gresbond products. The campaign will run nationally across digital, social media, out-of-home and on-ground activations.
Gresbond’s portfolio includes:
- Tile adhesives for ceramic, vitrified, natural stone and large-format applications
- Epoxy and cementitious grouts
- Surface cleaners and professional tiling tools
- Specialised solutions for large-format tiles and tile-on-tile installations
One face, one journey
The structure of the deal is what makes it interesting for marketers. Rather than introducing a new celebrity for a functional category, Gresbond is extending the existing Kajaria-Ranveer Singh relationship. That is an ambassador-extension strategy: a brand takes the trust and recall it already owns and applies them to the next step in the buyer’s journey.
In a statement, Ranveer Singh said the same emphasis on quality and expertise now extends to “what lies beneath every beautiful space.” He added, “For me, great design is equally about what you see and the expertise that makes it endure.”
Why it matters
Tile fixing is an important part of installation, but it is not a category most consumers think about deeply. Kartik Kajaria, who leads the Gresbond business, said the company has spent recent years strengthening products, manufacturing capability and distribution. The campaign is meant to take the category to a larger audience.
“A beautiful tile deserves the right adhesive, grout and care to ensure that the installation performs the way it should,” he said. The creative brief is to make that message fun, energetic and memorable rather than technical.
What marketers can take away
For brand builders, the sequence is simple: map an existing ambassador to the adjacent decision you need consumers to notice, and keep the product benefit visible. High-energy talent can lower the barrier to a dull category, but the campaign still has to educate the buyer about why adhesives, grouts and care matter.
The longer-term test is whether Gresbond can make itself synonymous with expert tile fixing in India, and whether consumers start specifying these products instead of leaving the choice to contractors.
Source: MediaNews4U
