Birla White has expanded its portfolio with TileStix, a high-quality white cement-based tile adhesive. They launched TileStix with a creative campaign ft. their brand ambassador Vicky Kaushal.
Created by Grey India, the campaign uses humour to educate everyone – homeowners, contractors, and interior designers – about the importance of using white cement-based tile adhesive.
Here’s the film. Have a look for yourself, and then let’s unpack it!
The campaign works for three big reasons.
One, it is rooted in a clear consumer insight.
Bad tile jobs don’t stay quiet – they compromise the aesthetic appeal of your home, leaving you feeling embarrassed.
Instead of merely pitching product USP, the campaign speaks to consumer problems. It makes the film relatable, and thus, much more effective.
Two, it converts this insight into a fresh and unique concept.
“Talking Tiles” is such a creative way to literally bring alive the insight.
It personifies the frustration that loose tiles cause. The viewer can literally see the problem through the lens of mischievous tiles.
It’s humorous and refreshing, making it a compelling and engaging watch.
Three, it uses star power effectively.
Vicky Kaushal adds credibility and weight to the brand’s message, ensuring it resonates with audiences across the country.
‘Finish Mast, Pakkad Zabardast’ puts the spotlight clearly on TileStix
It illustrates how important TileStix is – not just as an adhesive, but as a key component to live peacefully without the nuisance of loose tiles!
The campaign educates the audience on TileStix’ White Cement Advantage: better bonding, durability, and finish.
Birla White has a rich legacy of being a trusted leader in white cement and construction solutions. The launch of TileStix and this campaign reinforces their leadership and capabilities when it comes to innovation in construction solutions.
