National, 17th November, 2025 —MYK LATICRETE concluded a timely election-themed digital campaign that tapped into the nation’s political buzz over the past week. The contextual campaign positioned MYK LATICRETE as the “clear winner” in tile adhesives, using humour and a voting analogy to reinforce brand trust and superior product performance.
Watch the Digital Campaign here: MYK LATICRETE Wins by Majority in Tile Bonding!!
Tiles ‘vote’ for their bonding partner
The digital campaign uses an election-style setup to show different types of tiles — vitrified, ceramic, large-format and glass mosaic — “voting” for MYK LATICRETE as their preferred adhesive for bonding. Newsroom tickers, election themed reporting and light-hearted celebrations bring the concept alive while underscoring the brand’s reliability.
“At MYK LATICRETE, trust and innovation is not just a promise — it’s something we deliver every day,” said Amarbir Palta, President Sales and Marketing at MYK LATICRETE. “Elections are a language India understands, and the campaign reflects how choosing the right adhesive is just as important as choosing the right leader.”
Why an election theme?
The idea draws from the high engagement and emotion that elections spark across India. Instead of technical demonstrations, the digital campaign uses relatable humour and a ‘non-breaking news’ format to explain why scientifically-formulated tile adhesive is a superior alternative to traditional cement-sand mixes.
Product message at the core
The 20-second AI-generated film highlights MYK LATICRETE’s strong and long-lasting bond across tile types and its superior performance over cement-sand slurry. It reinforces the brand’s trust among consumers, architects, contractors and builders. The election-theme depicted in the ad is entirely fictional and designed to simplify a technical message for mass audiences.
Contextual, not political
While the Bihar election announcement strengthened contextual relevance, the idea was conceived as a broader moment-marketing opportunity with pan-India appeal. The campaign primarily targets Hindi-news audiences on YouTube, especially mobile viewers in key Hindi-speaking markets.
Driving category awareness
Tile installation remains a low-involvement category for consumers, despite its critical role in flooring durability. MYK LATICRETE Tile Adhesive aims to leverage this moment to raise awareness about the benefits of modern adhesives and encourage a shift away from conventional cement mortar.
Campaign rollout
The digital campaign was released on YouTube around the time of the Bihar election results, aligning with the peak of election-related conversations and has already garnered over 25 million views on YouTube. The ad, uses AI-driven animations, a light election tone and regional cues to make the message relatable and timely. With the results now announced, the campaign concludes.
About MYK LATICRETE
MYK LATICRETE is one of India’s leading brands in tile and stone adhesives, grouts, stone care and construction solutions. With decades of expertise and a strong nationwide presence, the company delivers durable, high-performance products designed for Indian tile and stone installation solutions across residential, commercial and industrial applications.Thank you
Regards,
Shreya Mongia
9890060323
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