Visibility equals trust: OOH as a credibility engine for MYK LATICRETE

In a category often perceived as highly technical and B2B-driven, MYK LATICRETE is rethinking how outdoor advertising can influence both trade and consumer decisions. Amarbir Palta, President – Sales & Marketing, MYK LATICRETE, believes the shift from pure B2B to B2B2C dynamics has made OOH more relevant than ever. 

“Though building materials are seen as a technical category, the reality today is different,” says Amarbir. “There is a strong shift toward B2B2C influence, where consumers are actively participating in brand decisions alongside contractors and dealers.” 

Visibility as Credibility 

In a contractor-led ecosystem, brand presence plays a critical psychological role. 

“In a contractor-driven category, visibility equals trust,” Amarbir explains. “When a mason or dealer repeatedly sees MYK LATICRETE on prominent sites near their business hub, it signals market leadership, financial strength, and long-term commitment.” 

Rather than treating OOH as mere awareness media, the brand views it as what Amarbir calls “a silent endorsement reinforcing that MYK LATICRETE is the default professional choice when it comes to tile and stone installation solutions.” 

Brand Building and Market Penetration 

For MYK LATICRETE, OOH is both a dominance tool and an entry accelerator. 

“Both, but strategically deployed,” Amarbir says. “In established markets, it reinforces brand dominance. In new cities, it fast-tracks market entry.” 

He adds that occupying premium OOH locations near tile mandis during city launches helps “compress the brand acceptance cycle dramatically,” accelerating trade adoption. 

Proximity Over Glamour 

Unlike consumer brands chasing high-visibility glamour sites, MYK LATICRETE prioritises strategic placement. “For our category, proximity beats glamour,” Amarbir notes. 

The most effective formats include: 

• Large-format billboards near tile and sanitary markets
• Strategic wall paintings in contractor-dense clusters
• Dealer co-branded façade branding 

“We prioritise decision-point visibility over vanity visibility,” he emphasises. 

Long-Term Presence with Tactical Bursts 

Consistency, according to Amarbir, is critical in technical categories. “Long-term presence builds authority. Short bursts build noise,” he says. 

The brand maintains anchor sites near key hardware hubs on a long-term basis, while activating tactical bursts during dealer schemes, product launches, and contractor drives. “Consistency builds trust in a technical category like ours.” 

Exploring DOOH with Strategic Intent 

MYK LATICRETE is also selectively exploring data-driven and programmatic DOOH, particularly in architect-heavy urban markets and high-density contractor transit corridors. 

“In Tier 2 and 3 markets, geo-strategic static OOH still delivers stronger recall due to audience concentration around trade hubs,” Amarbir explains. 

Looking ahead, the brand intends to activate the full AIDA framework through DOOH, from grabbing attention with bold billboards near tile markets to driving action with direct prompts such as “Ask dealer. Call now. Visit the store. Switch from cement.” 

For Amarbir, the role of OOH is far more structural than tactical. “For MYK LATICRETE, OOH is not just advertising. It is market signaling, credibility architecture, channel partner confidence and trade influence rolled into one,” he says. “When placed near tile and hardware ecosystems, it becomes a conversion catalyst, not just a communication tool.”