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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
