MYK LATICRETE has concluded a timely election-themed digital campaign that tapped into the nation’s political buzz over the past week.
The digital campaign uses an election-style setup to show different types of tiles — vitrified, ceramic, large-format and glass mosaic — “voting” for MYK LATICRETE as their preferred adhesive for bonding. Newsroom tickers, election themed reporting and light-hearted celebrations bring the concept alive while underscoring the brand’s reliability.
“At MYK LATICRETE, trust and innovation is not just a promise — it’s something we deliver every day,” said Amarbir Palta, President Sales and Marketing at MYK LATICRETE. “Elections are a language India understands, and the campaign reflects how choosing the right adhesive is just as important as choosing the right leader.”
The idea draws from the high engagement and emotion that elections spark across India. Instead of technical demonstrations, the digital campaign uses relatable humour and a ‘non-breaking news’ format to explain why scientifically-formulated tile adhesive is a superior alternative to traditional cement-sand mixes.
The ad uses AI-driven animations, a light election tone and regional cues to make the message relatable and timely. With the results now announced, the campaign concludes.
