MYK LATICRETE launches OOH campaign challenging traditional tile installation

In a category long dominated by habit and price-driven decisions, MYK LATICRETE has stepped outside conventional marketing playbooks with a bold outdoor advertising (OOH) campaign designed not just for visibility, but for category transformation. 

The latest OOH creative delivers a sharp, easy-to-understand message that directly contrasts conventional cement usage with specialized tile adhesives. By clearly addressing the category’s largest generic competitor, cement, the campaign aims to simplify a technical decision for homeowners, contractors, architects and influencers, while debunking long-held installation myths. 

Commenting on the campaign, Amarbir Palta, President Sales & Marketing, MYK LATICRETE, said, “For decades, tile installation in India has been guided by habit rather than performance. If we want the category to evolve, we must meet consumers and influencers where their decisions are shaped. Outdoor media gives us scale, but more importantly, it gives us the opportunity to simplify the science and challenge outdated norms in a way that is impossible to ignore. Our objective is not just brand visibility—it is category transformation.” 

The campaign builds on the brand’s recent myth-busting digital initiative and its immersive VR-led in-store education drive, extending the conversation beyond retail counters into everyday urban environments. The goal is to drive awareness at scale and influence decisions even before consumers step into a tile store. 

By placing high-recall, straightforward messaging in high-traffic public spaces, MYK LATICRETE aims to increase awareness among homeowners and construction influencers, encourage more informed material choices during tile installation, accelerate the adoption of tile adhesives as a superior, performance-led solution, and contribute to the expansion of the overall category rather than merely competing for brand share.