Mumbai: Prime Tiles, Nepal’s leading tile brand, has unveiled its new integrated brand campaign, “Jodcha Jivan (Connects Life)”, a powerful narrative that blends emotion, innovation, and cultural storytelling to redefine the role of tiles in Nepali homes. More than a product campaign, “Jodcha Jivan” positions tiles as silent witnesses to the everyday stories, aspirations, and traditions that shape Nepali family life.
Unlike category narratives that focus largely on urban lifestyles, Prime Tiles’ new approach celebrates families across Nepal—honouring their dreams of building not just homes, but living spaces infused with love, pride, and cultural identity.
Speaking about the campaign, Ashish Garg, Chairman, Prime Ceramics Pvt. Ltd., said, “Prime Tiles has always believed that our products should tell the story of Nepal (our homes, our heritage and our people). With ‘Jodcha Jivan,’ we celebrate that connection. While many brands chase urban lifestyles, we remain rooted in the values of every Nepali family that dreams of building a home filled with love and pride of homeownership. As Nepal’s largest selling tile brand, we take pride to be only company to promote Nepali art and culture in tile through our spirit of Nepal Collection.”
Highlighting the cultural resonance of the campaign, Ujaya Shakya, Founder, Outreach, added, “The ‘Jodcha Jivan’ campaign captures the emotional heartbeat of Nepal where innovation meets tradition. It is more than a campaign. It is a cultural statement about how brands can connect to people’s lives through empathy, relevance and storytelling. Prime Tiles reflects the new Nepal which is progressive, proud and deeply connected to our roots.”
Before crafting the campaign, the strategy team conducted an extensive brand audit to understand how Nepali consumers emotionally and culturally relate to their homes. This insight formed the strategic foundation for the narrative, ensuring the storytelling felt authentic, relatable, and deeply rooted in local sentiment.
Under the leadership of CEO Noor Shrestha and creative direction by Binaya Lamichhane, “Jodcha Jivan” elevates Prime Tiles from a functional home product to a symbol of national pride and modern Nepali lifestyle. The campaign showcases how tiles become part of life’s intimate moments—whether it’s a child learning to walk, grandparents creating festive memories, or the presence of traditional Mithila art.
With its cinematic visuals, poetic narration, and depiction of Nepali traditions, festivals, and architecture, the campaign highlights Prime Tiles’ commitment to innovation and eco-friendly production—powered by advanced Italian SACMI technology.
The campaign rollout adopted a reverse storytelling approach, beginning with short emotional edits across digital platforms and national TV to build intrigue, culminating in a 120-second master thematic film that unifies the narrative under “Prime Tiles – Jodcha Jivan.”
Once heavily dependent on imports, Nepal now manufactures nearly 90% of its tiles domestically, with Prime Tiles leading the shift toward self-reliance. Inspired by Nepali art, culture, and architecture, every Prime Tiles design reflects the aspirations of a modern, confident, and culturally rooted Nepal.
