Brands
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.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
