Mumbai: MYK LATICRETE, a brand in tile and stone installation solutions, has launched an experiential in-store marketing campaign at tile retail counters, aimed at transforming how customers understand tile installation decisions at the point of purchase. The initiative marks a milestone in category innovation by shifting consumer focus beyond tile selection to the long-term impact of installation quality through immersive, technology-led engagement.
As part of this campaign, MYK LATICRETE has introduced a virtual reality-based in-store experience for walk-in customers. The VR module allows customers to visually and experientially understand the difference between traditional cement-sand slurry methods and modern tile adhesive installation. Using a virtual reality headset, customers are taken through a short, guided storyline that highlights common installation challenges and demonstrates the performance benefits of science-backed tile adhesives.
The initiative has been rolled out across 140 premium tile stores in Kerala, along with 39 premium retail outlets in Delhi, enabling large-scale consumer engagement at the retail level.
Building on the VR-led experience, MYK LATICRETE has also introduced a smart, sensory-led installation at select outlets to reinforce the importance of correct tile installation choices. Designed as an attention trigger within the store environment, the installation uses discreet sensors and audio cues to simulate the sound of tile cracking or popping as customers move towards tile display areas. This unexpected sensory moment disrupts routine buying behaviour, sparks curiosity, and encourages meaningful conversations between customers and retailers around long-term installation performance.
Commenting on the initiative, Amarbir Palta, President Sales & Marketing, MYK LATICRETE, said, [1] “Our vision is simple- to equip every architect, contractor, mason, retailer, and homeowner with the power to see the difference that science-backed tile installation makes. When you can virtually experience what goes wrong with low-cost shortcuts, choosing the right adhesive becomes instinctive.”
As part of the VR-led in-store experience, participating outlets feature a dedicated QR code placed alongside a virtual reality headset, enabling customers to scan and step into a 360-degree immersive environment. Through a short 2–3 minute storyline, customers witness common challenges associated with cement- sand installation, such as uneven tiles, debonding, and tile popping, contrasted with the superior application and stronger bonding delivered by MYK LATICRETE tile adhesives.
Unlike conventional posters, catalogues, or static displays, the VR experience offers a larger-than-life, interactive product demonstration that significantly enhances emotional engagement and visual recall. The initiative is strategically designed to boost adhesive penetration and improve lead conversion at the ‘First Moment of Truth (FMOT)’.
To ensure performance-led execution, the initiative is supported by real-time backend analytics that track unique scans at each outlet, with only fully viewed experiences being counted.
This retail innovation aims to reinforce MYK LATICRETE’s positioning not only as a product manufacturer, but as a technology-driven leader and educator in the tile and stone installation industry.
To view a preview of the VR-led in-store experience, watch the video here:
