Ad Campaigns
BeanstalkAsia delivers engaging films for HomeSure Tile Ex
Mumbai: BeanstalkAsia, a new-age integrated marketing communications agency in India and Nepal, delivered a series of engaging films for HomeSure Tile Ex by Walplast. The films, crafted with a humorous and entertaining narrative, aimed to position HomeSure Tile Ex as the “Expert with POWER of 4 ACES,” offering revolutionary tile adhesive solutions. The “Power of 4 ACES” signifies easy application, superb adhesion, excellent aquasafe properties (water resistance), and accessibility across India.
Speaking about the performance of the films, Drychem India Ltd Sr VP, marketing, CSR, and business head – P2P division Aniruddha Sinha opined, “HomeSure Tile Ex Tile Adhesives stands out as a technologically advanced and cost-effective solution in the market. Seeking to communicate the benefits engagingly, BeanstalkAsia delivered a campaign that was humorous and has effectively highlighted the advantages of ‘4 Aces’. Executed primarily through digital and on-ground activation in key cities across the West, North, and Eastern parts of India, the campaign has already achieved impressive results. With 4.5 mn plus views & nearly 3 Mn+ unique viewers, and 1.4 mn plus impressions on YouTube, these figures are noteworthy, particularly given our focus on a niche B2B audience comprising architects, builders, contractors, engineers, and Tile applicators. We also achieved a 52 per cent secondary growth by volumes during the first nine months of FY24.”
BeanstalkAsia founder director Upendra Singh Thakur remarked, “Tile adhesives typically fall into a low involvement category, with end consumers often showing less engagement in the decision-making process compared to their involvement in selecting tile designs. Targeted towards the B2B audiences, this category presented an opportunity to leverage humour and exaggerate situations to capture audience attention. The campaign is centred around slice-of-life concepts that have high recall with an unexpected twist, encouraging the target audience to ‘expect the unexpected’.”
Film Descriptions:
1. Toh Rishta Pakka Samjhein? – Depicts a humorous take on an Indian arranged marriage scenario, showcasing the unexpected twist when the girl inspects the boy’s home and focuses on broken tiles, leading to the introduction of Tile Ex.
2. Chipak Chipak Ke – Illustrates the consequences of not seeking expert advice, as a family attempts comical and unconventional fixes for fallen tiles, only to face failure. Tile Ex emerges as the expert solution.
3. Tiles Ki Terahvi – A sequel to the previous film, humorously ties in the Indian ritual of “Terahvi” with broken tiles, underlining the importance of Tile Ex for effective solutions.
The creative and strategy team, led by Upendra Singh Thakur, worked closely with director Shashii Bhushan, creative director Naresh Mestry, and the entire production team to bring these entertaining narratives to life.
The HomeSure Tile Ex brand, a part of Walplast’s B2C interface, aims to provide cost-effective solutions against tile issues such as cracking, peeling, and chipping. The product offers a range of tile adhesives suitable for various types of tiles, both internal and external.
For end consumers, HomeSure Tile Ex provides a budget-friendly solution with time-saving benefits, high water resistance, and durability for various areas in the home. For masons & applicators, the product is easy to mix, eliminates messy work, sets faster, and enhances productivity.
Walplast Products, a DryChem India Group company, has been a key player in the building materials industry since its inception in 2004. With 25 strategically located manufacturing units and NABL-certified R&D labs, Walplast has emerged as the 3rd largest manufacturer of Wall Putty in India and a significant global exporter.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
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“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
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Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
