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
Uber launches hotel bookings feature in partnership with Expedia
From hotel bookings to room service at your door, the ride-hailing giant is making its boldest push yet into everyday life
CALIFORNIA: Uber is done being just a taxi app. At its annual GO-GET product event, the world’s leading mobility and delivery platform unveiled a sweeping set of new features designed to plant itself at the centre of how people travel, eat and shop, hotel bookings included.
The headline move is a partnership with Expedia Group that lets Uber users in the United States book hotels directly within the Uber app, with access to a catalogue that will eventually grow to more than 700,000 properties worldwide. Uber One members get 10 per cent back in Uber One credits on all hotel bookings and savings of at least 20 per cent on a rolling list of more than 10,000 hotels globally. Vacation rentals from Vrbo, Expedia Group’s home-rental brand, will be added later this year. The partnership is expected to expand beyond the United States. From June, Uber rides will also be integrated directly into the Expedia app, with push notifications sent to travellers ahead of hotel check-in to book discounted Uber rides for the duration of their stay.
Dara Khosrowshahi, chief executive of Uber, framed the expansion in terms of the modern condition. “Uber is becoming an app for everything, helping people go, get, and now travel all in one place,” he said. “We’re all living through a moment of real cognitive overload: too many apps, too many decisions, too much noise. At the end of the day, our job is to help people reclaim their time, spending less of it managing the logistics of life and more of it actually living.”
Ariane Gorin, chief executive of Expedia Group, struck a similarly ambitious note. “Travel should feel effortless, and this partnership gets us one step closer to offering a seamless traveller experience,” she said. “By connecting our two-sided marketplace with Uber, we’re bringing Uber rides directly into the Expedia app and Expedia Group’s lodging inventory into the Uber app through our Rapid API technology. Together, we’re helping travellers spend less time planning and more time enjoying the journey.”
Beyond hotels, the product announcements come thick and fast. Travel Mode, available within both the Uber and Uber Eats apps, offers curated recommendations on local favourites, tourist destinations, OpenTable restaurant reservations and on-demand delivery to hotel rooms. Uber One International means the membership programme now works globally, allowing members to earn credits on rides abroad that can be redeemed once back home. A new Shop for Me feature lets users request items from any store, even those not listed on the app. Eats for the Way allows riders in select cities booking an Uber Black or Uber Black SUV to have a drink or snack waiting for them in the car. Voice Bookings, powered by artificial intelligence, lets users book a ride conversationally, without touching their phone. And a redesigned One Search bar consolidates results for places, food and items across the entire Uber platform in a single query.
Uber has now logged more than 72 billion trips since it launched in 2010. The question it is now answering is what comes after the ride. The answer, apparently, is everything else. Whether users want a hotel in Paris, a coffee in the back of a car or a snake plant from the local garden centre, Uber would very much like to be the one to provide it. The app economy’s land grab has a new front-runner.
NOTE: The image used is AI generated and only for representational purposes.
