Packaging, retail & brand design that sells and complies.
11+ years leading visual communication for 15+ adhesive and building-material brands at Astral Limited, from celebrity campaigns to 50,000+ retail counters. The work below is one year of it, April 2025 to March 2026.
Technically rigorous. Creatively accountable.
I lead visual strategy, packaging and marketing communication for Astral Limited's Adhesives Division: Bondtite, Resiquick, Bondset, Solvobond, Truzo, Resibond and more.
My foundation was built in newspaper and broadcast media at DB Corp, Zee Entertainment and Diligent Media, where daily deadlines taught me speed and zero-defect execution.
Today I steer alignment between Marketing, Product R&D, Legal, Purchase and industrial print converters so artwork is print-ready the first time, and every pack stays 100% compliant with Legal Metrology.
One celebrity idea, translated for every counter in India.
Bondtite's “Jode Ekdum Tight” and “Lakdi Ka Chumbak” work with brand ambassador Ranbir Kapoor had to travel from a film to a carpenter's shop. I designed the retail system around it: posters, danglers, buntings, banners, hangers, cut-outs and keychains, then re-set shopboards, posters and danglers in regional languages.
Offers that read at a glance, in every channel.
Each channel has its own app and reward ladder: retailers order and earn on Vishwaas+, carpenters scan and win in Bondtite Winners' Circle, contractors redeem TruHeroes points. I design the communication for all three: stories for phones, A3 and A4 posters for the counter, banners for dealer groups. Slabs, payouts, validity and T&Cs are set so the offer is understood quickly.
Scan & Earn, Bondtite Winners’ Circle (Apr 2026)
Direct Bank Transfer, TruHeroes (English)
Direct Bank Transfer, TruHeroes (Hindi)
Jordaar July Bonanza, TruHeroes (Jul 2025)
Vishwaas+ Bonanza (Sep 2025)
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Every dieline is a contract with the printer.
From 0.5 g strips to 5 kg buckets, each pack is a technical drawing before it is a design. Pantone references, crimp areas, net content, barcodes, hazard signage and Legal Metrology declarations are locked into the dieline so the converter, Legal and Purchase can sign it off. I led the 2025–26 redesign of the woodworking adhesive range and kept the record at zero compliance errors.
From invitation to stage backdrop, in town after town.
Astral Connect retailer meets, Pragati Milan and Holi Milan run across many towns. I built one invitation system that is re-issued city by city, then carried it onto stage backdrops, standees, certificates and gifts. The venue photos show it live. The same discipline went into expo stalls at INDIAWOOD, ACETECH and Plastindia, and into dealer and carpenter conclaves.
A cross-section of the year's work.
Between April 2025 and March 2026 I logged 156 slides of work: every pack, poster, invite and kit. Here is a selection beyond the case studies.
Bohag Bihu greeting
Bishuba Sankranti greeting
Pohela Boishakh greeting
Ganesh Chaturthi, epoxy
Ganesh Chaturthi, wood
Ganesh Chaturthi, Quick
Durga Puja box and invite art
Ramadan date-box art
Record-breaking September: congratulations post
FMCG trifold brochure
Auto trifold brochure
FMCG leaflet
Auto leaflet
FillX 2K leaflet
FillX how-to leaflet
FillX leaflet, Hindi
Cricket sponsorship banner: TruBuild
Cricket sponsorship banner: Bondtite
Plant training hall: product range board
Brochure and flipchart panel (ongoing)
Brochure and flipchart panel, auto (ongoing)
MNT trifold, cover
MNT trifold, range pages
FillX shade card
FMCG table mat with calendar
Auto table mat with calendar
Epoxy wall clock
Epoxy counter-top unit
Branded retailer bag
Team jersey
Notepad
Keychain
Pen
Stationery kit
Holi kit: gift box dieline
Holi kit: thandai box
Holi kit: colour box
Holi kit: outer box
Plumbing canopy
Astral Junction dealer board
Promo table, urban south
Promo table, rural south
Fast & Clear wobbler
Solvobond buntingFrom brief to archive, without losing a file.
Brief & channel
Who sees it: retailer, carpenter, contractor, dealer. The channel decides the format.
Compliance first
Legal Metrology, barcodes, toxicological warnings and multilingual declarations are fixed before layout.
Design & variants
One master layout, then regional languages, colourways and offer thresholds.
Converter proofing
Dielines, Pantone and CMYK separations, press-proof sign-off with Purchase and R&D.
Roll-out
Print, digital, dealer and on-site, delivered to the counter on time.
Archive
Category › Brand › Product › SKU › Month/Year, so thousands of active artworks stay findable.
Where I add the most value
Packaging & Regulatory Compliance
Structural and graphic packaging, variant colour systems, rigid and flexible substrates (HDPE, laminate pouches, tinplate, tubes, cartridges, blister packs), Legal Metrology, barcodes and statutory standards.
Retail POSM & Counter Visibility
FSDUs, CDUs, modular dealer boards, shelf talkers, danglers, banners, showroom merchandising and experience-centre branding.
Brand Governance, DAM & Operations
Visual identity guidelines, design hygiene audits, SKU-wise asset management, 3D pack modelling, high-end retouching, press-proof verification and CTP pre-press.
360° Campaigns & Collaterals
Integrated campaign artworks, celebrity endorsement collaterals, national print, OOH, catalogues, technical data sheets and contractor loyalty kits.
Spatial Branding & Trade Exhibitions
Expo stall graphics, modular wall panels, stage backdrops, product-testing podiums, dealer conclaves and carpenter meets.
Software & production
11+ years across industry and media
Design Lead / Senior Graphic Designer (Marcom)
- Direct visual strategy, packaging, retail merchandising, national campaigns and exhibition design across 15+ sub-brands.
- Led the 2025–2026 packaging redesign of the core woodworking adhesive range.
- Maintained 100% Legal Metrology compliance with zero compliance errors, including barcodes, toxicological warnings and multilingual declarations.
- Partnered with Purchase, Packaging R&D, Legal and print converters to approve press proofs across pouches, HDPE bottles, tinplate cans, aluminium tubes and blister cards.
- Built the structured DAM hierarchy and ran design hygiene audits across offset, gravure and flexo.
Senior Officer, Sales Support & Graphic Design
- Led creative for client ad campaigns, corporate sales pitch decks and brand-integration mockups.
- Worked with sales leadership on feature page layouts and promotional print collateral under strict publishing deadlines.
Officer, Sales Support & Marketing Creatives
- Created sponsor-integration pitch decks, media kits and customised sponsorship graphics for corporate advertisers.
- Kept media sales teams and brand partners aligned with network brand guidelines.
Management Associate, Graphics Designer (Marketing & Ad-Sales)
- Designed editorial magazines, special-edition layouts and commercial ads for DNA marketing.
- Conceptualised and produced the corporate coffee table book “Roaring Lions On Dragon Land”.
- Ran zero-defect CTP pre-press workflows under daily newspaper deadlines.
Credentials
Let's build something that stands out on the shelf.
Open to Assistant Manager, Design Lead and Creative leadership conversations in packaging, brand and marketing communication.