Tiles cast their vote for Myk Laticrete in new ad

MUMBAI: In a week ruled by ballot talk, Myk Laticrete managed to grout out the noise with a playful election themed TV commercial that turned tile bonding into a sweeping landslide. Just as Bihar’s poll results wrapped up, the brand signed off its timely campaign built around humour, vote counting and a clear winner in the adhesive race.

The 20 second AI generated film shows different tiles, from vitrified and ceramic to large format slabs and glass mosaics, lining up to cast their “votes” for Myk Laticrete. With cheeky newsroom tickers and mock election reporting, the ad treats the adhesive as the people’s choice, while slipping in a simple message about reliability and long lasting performance.

Trust sits at the heart of the narrative. Myk Laticrete president sales and marketing Amarbir Palta, said elections are a language India instantly connects with and the ad makes the point that choosing the right adhesive matters just as much as picking the right leader.

The campaign cleverly uses the emotional pull of elections to highlight why scientifically formulated adhesives outperform traditional cement sand mixes. By leaning on light hearted humour instead of technical jargon, the TVC breaks down a complex message for mass audiences.

Although the Bihar election results boosted its relevance, the idea was designed as a wider moment marketing play with pan India appeal. The spot targeted Hindi news viewers on YouTube, particularly mobile audiences in high sensitivity markets.

Beyond the humour sits a category challenge. Tile fixing remains a low involvement decision for consumers despite its importance in flooring durability. With more than 22 million YouTube views already, Myk Laticrete hopes this burst of electoral energy nudges homeowners and builders towards modern adhesives.

Now that the votes are counted and the campaign concludes, Myk Laticrete walks away with a clear majority in creativity and category recall.