MYK LATICRETE, a pioneer in tile and stone installation, today announced former Indian cricket Skipper MS Dhoni as its National Brand Ambassador. The company has also rolled out an integrated marketing campaign across multiple channels with MS Dhoni featuring in various endorsements and initiatives. With an overarching theme of – Educating the benefits of Tile Adhesive & Tile Grouts, the 360-degree campaign includes an intriguing series of TV commercials, digital videos and print advertisements in multiple languages spanning across India. The TV Commercial has been conceptualized by Associated Advertising and the partnership with MS Dhoni was facilitated by Midas Deals.
MYK LATICRETE is a manufacturer of high quality tile & stone installation products. The operations spread across India with 5 manufacturing plants, 28 regional offices, state-of-art R&D plus training center and 1000 plus employees servicing the needs of clients across India. The product range includes Tile adhesives, Tile Grouts, Stone Care products and waterproofing. Our superior quality products have been successfully used in many demanding projects such as Statue of Unity, War Memorial, GMR Shamshabad airport, Bangalore T2 airport, Hyderabad metro, Hotel ITC Kohenur, Grand Hyatt Bolgatty, Kochi and many more.
Commenting on this milestone initiative, Murali Yadama, Managing Director, MYK LATICRETE said, “It’s absolutely fantastic to have an internationally-recognised and esteemed sports person such as MS Dhoni as part of MYK LATICRETE family and we look forward to involving him in all our future engagements with the customers. His ability to connect us with people across nook-and-corner of the country will be critical in helping MYK LATICRETE to continue to share our vision with more people than ever before. For more than 20 years, the innovations from our world-class manufacturing facilities helped us become a choice of the most preferred brand for influencers in the construction industry and now we are on a mission to create the same in the consumer segment too, and Dhoni’s partnership is a first step in achieving our goals.”
Adding to this, Brand Ambassador, MS Dhoni said “I am honored to be part of the MYK LATICRETE family and endorse its wide range of products. The company has a rich legacy in the construction and building material industry and they continue to set benchmarks in the industry with their innovative products made from cutting-edge technology. I’m proud to be endorsing their products and together we are confident of reaching many more customers.”
A leader in its category, MYK LATICRETE has a robust portfolio of products that addresses critical needs and challenges conventional methodology to provide the industry with the widest range of tile adhesives, tile grouts, waterproofing and stone care products. MYK LATICRETE has been at the forefront of educating key stakeholders in this category through dedicated training centers located across India. The brand also has an exclusive mobile application – RISHTA to engage a network of tile masons from across India and help them stay up-to-date with the products and training through educational modules.