MYK LATICRETE Uses Outdoor Media to Question Cement Based Tile Installation Norms

Amarbir Palta, President Sales and Marketing, MYK LATICRETE, India, says the national OOH campaign aims to simplify performance differences and influence installation decisions at scale

National, February 18, 2026: MYK LATICRETE has introduced a nationwide outdoor advertising campaign that focuses on educating consumers and influencers about tile installation practices, directly contrasting traditional cement based methods with specialised tile adhesives.
The initiative uses high visibility outdoor placements to address what the company describes as long standing reliance on habit driven installation decisions. The campaign messaging simplifies technical differences between cement and tile adhesives to make the comparison accessible to homeowners, contractors, architects and specifiers.

The creative approach highlights performance factors rather than pricing, aiming to position tile adhesives as a default installation material instead of a premium alternative.
Amarbir Palta, President Sales and Marketing, MYK LATICRETE, India, said, “For decades, tile installation decisions have been shaped by habit rather than performance outcomes. Outdoor media allows us to simplify the science and address misconceptions in spaces where decisions begin to take form. The objective is to encourage informed material choices and move the category forward.”

The outdoor initiative builds on the company’s recent digital myth clarification campaign and its in store virtual reality education modules. By extending the message beyond retail environments into public spaces, the brand aims to influence material selection earlier in the home building or renovation process.
The campaign focuses on awareness across residential and commercial construction segments and seeks to expand the overall tile adhesive category by addressing misconceptions around cement based installation methods.

MYK LATICRETE manufactures tile and stone adhesives, grouts and related installation products and operates across residential, commercial and industrial applications in India.

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