Pankaj Tripathi Sticks with Euro Adhesives to Strengthen the ‘Pakka Jod’

Image Source: Global Newsmaker

Euro Adhesives, one of the prominent brands of wood adhesives owned by Jyoti Resins & Adhesives Ltd., has appointed Bollywood actor Pankaj Tripathi as its first ever national brand ambassador. The association will help reinforce the brand's "Pakka Jod" (strong bond) positioning as well as deepen its penetration in urban and rural markets.

Key Highlights:

Campaign Launch: There will be a new 360-degree campaign, #SirfJodoNahinFayedonKeSaathJodo, launched in May 2025 across TV, print, digital, and outdoor. The advertisements feature Tripathi as a homeowner and owner of a hardware shop, focusing on real-life adhesive solutions.

Product Focus: The campaign focuses on performance advantages such as quick drying, termite resistance, water resistance, weather resistance, and cost-effectiveness through greater coverage with less material.

Strategic Vision: The partnership aims to enhance ties with carpenters, dealers, and customers and expand Euro Adhesives' national presence. The business currently has operations in 14 states, serves over 100 cities, and reaches out to 350,000+ carpenters.

Scale of Manufacturing: Euro Adhesives' Ahmedabad unit will raise the annual production capacity to 40,000 tonnes, supported by a market cap of around ₹1,500 crore.

Leadership Insights
Managing Director Utkarsh Patel emphasized Tripathi’s trustworthiness and pan-India appeal as key factors in the partnership. Tripathi stated that Euro Adhesives’ focus on reliability aligns with his personal values, calling it a brand that empowers craftsmen to build lasting work.

Sources: Business Standard, The Wire, Brand Equity, Adgully, PTI, The Hans India, ANI News.