Mumbai: As Bihar’s election results were declared, MYK LATICRETE concluded a timely election-themed TV commercial (TVC) that tapped into the nation’s political buzz over the past week. The playful campaign positioned MYK LATICRETE as the “clear winner” in tile adhesives, using humour and a voting analogy to reinforce brand trust and superior product performance.
Tiles ‘vote’ for a winner
The TVC 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. Newsroom tickers, mock election reporting and light-hearted celebrations bring the concept alive while underscoring the brand’s reliability.
“At MYK LATICRETE, trust 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 TVC reflects how choosing the right adhesive is just as important as choosing the right leader.”
Why an election theme?
The idea draws from the high engagement and emotion that elections spark across India. Instead of technical demonstrations, the TVC 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.
Product message at the core
The 20-second AI-generated film highlights MYK LATICRETE’s strong and long-lasting bond across tile types and its superior performance over cement-sand slurry. It reinforces the brand’s trust among consumers, architects, contractors and builders. The “election” depicted in the ad is entirely fictional and designed to simplify a technical message for mass audiences.
Contextual, not political
While the Bihar election announcement strengthened contextual relevance, the idea was conceived as a broader moment-marketing opportunity with pan-India appeal. The campaign primarily targets Hindi-news audiences on YouTube, especially mobile viewers in high-sensitivity markets.
Driving category awareness
Tile fixing remains a low-involvement category for consumers, despite its critical role in flooring durability. MYK LATICRETE aims to leverage this moment to raise awareness about the benefits of modern adhesives and encourage a shift away from conventional cement mortar.
Campaign rollout
The TVC was released on YouTube around the time of the Bihar election results, aligning with the peak of election-related conversations and has already garnered over 22 million views on YouTube. The ad, developed by ICEMedialab, 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.
