Mumbai: Kerakoll, the Italian pioneer in sustainable building materials, has launched its latest marketing campaign, ‘Garv Se Growth’ — a powerful tribute to India’s tile and stone-laying workforce. The campaign reinforces the brand’s commitment to recognising, rewarding, and empowering the craftsmen who shape the foundation of homes and buildings across the country.
Built on two defining pillars — Garv (pride in the craft of building strong foundations) and Growth (opportunities that help the community grow economically, socially, and through professional development) — the initiative brings together a comprehensive suite of programmes designed to deepen engagement with contractors and masons while enabling both personal and professional advancement.
For nearly two decades, Kerakoll India has collaborated closely with tile and stone-laying professionals — craftsmen whose workmanship, trust, and loyalty have been central to building the brand’s leadership in the premium tile and stone adhesive category. Garv Se Growth reflects the company’s belief that sustainable progress is rooted in meaningful partnerships that honour skill, reward loyalty, and create long-term pathways for professional advancement.
At the heart of the initiative is the Kerakoll Club — a digital-first platform that allows laying professionals to connect directly with the brand, participate as ambassadors, and access exclusive rewards and earning avenues. Building on this, Kerakoll has introduced Kerakoll Legends, an exclusive recognition programme for the brand’s top-performing contractors. The initiative honours professionals who consistently demonstrate excellence in application, loyalty, and advocacy — elevating contractors into recognised champions of their craft through experiential rewards, structured brand interactions, and team development opportunities.
Recognising that true partnership with the community must extend beyond professional recognition, Kerakoll has introduced Kerakoll S.A.A.T.H.I (Security, Assistance and Aid Through Humane Initiatives) — a CSR programme focused on the long-term social and economic upliftment of Kerakoll contractors and their families. S.A.A.T.H.I offers benefits including healthcare support, insurance coverage, child education assistance, and other well-being programmes — extending Kerakoll’s efforts beyond the workplace and contributing to long-term stability and progress for the people and families behind the craft.
Vinod Ahuja, Sr. Manager, Marketing and Communications, Head, Kerakoll India, said, “This campaign is not just about rewarding loyalty; it’s about shifting perception. For too long, the skilled tile and stone-laying community has remained behind the scenes, unrecognised and undervalued. With Garv Se Growth, we want to celebrate their talent, recognise the dignity of their craft, and create tangible pathways for their professional and personal progress. Whether it’s through financial rewards, health and education support, or national recognition of their skill, we’re here to walk alongside them in their journey. They are not just workers — they are craftsmen, and it’s time the world saw them that way.”
The campaign has been conceptualised by Pune-based Atomium Labs, who have worked with Kerakoll for over six years. The campaign film is written as a first-person poem — an ode to the craft of tile-laying — rooted in the insight that for many craftsmen, this work is a part of their identity, expression, and pride.
Pratyush Sinha, Founder and Chief Vision Officer, Atomium Labs, said, “We take pride in working with brands with a clearly defined ‘Why’. Over six years with Kerakoll, we’ve seen that being reflected in both their work and their briefs. Our consumer research revealed the emotional depth behind the craft of tile-laying work, which, for many craftsmen, is a part of their identity, expression, and pride. With this film, we tried to root these insights into a simple idea — that everything they create with pride will outlive all of us. Hence, this film was written in a first-person, poetic voice, rooted in a simple but powerful idea that everything they create with pride will outlive all of us. Written as a poem in first person, the film is an ode to the craft.”
