Ad Campaigns
Magicrete launches tile adhesive ad campaign
Mumbai: Magicrete, producers of AAC blocks, construction chemicals, and precast construction solutions has announced the launch of its latest ad campaign for its tile adhesive product range. This campaign, featuring actor Sumeet Vyas, highlights the advantages of using tile adhesive over traditional cement-based methods for tile installation. The ad showcases the superior strength, durability, and ease of use that Magicrete’s tile adhesive offers, ensuring a flawless and long-lasting finish.
The advertisement video is now live on YouTube, Meta, and various OTT platforms.
The ad campaign demonstrates the common pitfalls of using sand and cement mix for fixing tiles, such as cracking and debonding. The campaign educates consumers on why tile adhesive is a superior choice, emphasising the product’s strength and longevity.
“In India, many people still rely on traditional methods like sand and cement for tile installation. While these methods have been in use for decades, they come with significant drawbacks, such as weak adhesion and tile breakage. Countries around the world have embraced tile adhesives, leading to widespread adoption and significant market penetration. However, in India, the penetration of tile adhesives remains at a modest 15 per cent, highlighting a substantial opportunity for growth and modernisation in the construction industry. As India advances over development index, homeowners have become more discerning and seek better products for their homes. Our Tile Adhesives meet their evolving needs, offering superior performance and peace of mind,” said Magicrete MD Sourabh Bansal.
Talking about the concept, Cellar Door Productions director Rishav Rastogi said, “This is the second time we have had the pleasure of working with Magicrete, albeit on a different product range. The tagline ‘Naya Ghar Banta Hai Magicrete se’ resonated perfectly well with the company’s range of Tile Adhesive products. The campaign marks a significant shift in how people perceive home building. It encourages homeowners to move beyond traditional methods of fixing tiles, embracing the superior technology and durability of Magicrete’s products. Sumeet Vyas, with his relatable on-screen presence brings the character to life and embodies the trust that we wanted to convey. The two ad campaigns are set to revolutionise the way people think about tile installation.”
Magicrete has been at the forefront of modern construction technology in India for the past decade, contributing significantly to the ‘Housing for All’ initiative through its innovative yet affordable construction solutions. The company is spearheaded by a team comprising graduates from prestigious institutes such as IIT Kharagpur, IIT Delhi, and IIM Lucknow and is backed by notable investors including Motilal Oswal Private Equity and India SME.
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.
