Birla White debuts 'TileStix' tile adhesive with a unique 'Talking Tiles' campaign

Birla White, one of India’s leading building and construction brands, has launched its latest innovation, TileStix, a white cement-based tile adhesive, through a unique and engaging new ‘Talking Tiles’ campaign.

The campaign features a main TV commercial along with a series of five short films, each highlighting the importance of choosing the right white cement-based tile adhesive. At the heart of the campaign is a humorous concept that brings loose tiles to life, constantly interrupting everyday moments and becoming an unexpected source of irritation, all due to poor tile adhesion.

Created by Grey India, the campaign cleverly personifies loose tiles as annoying disruptions, highlighting in a memorable way how a white-cement-based tile adhesive like TileStix can finally silence them for good. Adding star power to the campaign is Vicky Kaushal, the official brand ambassador for Birla White, who brings his signature charm and relatability to the films.

Speaking on the campaign, Abhijeet Kumar, senior vice president strategy & planning, Birla White, said, "Thirty years ago, Birla White pioneered the white cement revolution, significantly elevating construction standards across the country. Over a year back, we launched the Birla White Ka White Cement Advantage campaign to highlight the superior quality and versatility of white cement-based products in homebuilding. With the introduction of TileStix, we’re extending that legacy, applying the same standard of excellence to tile adhesives. This launch reaffirms Birla White’s position as the unchallenged No. 1 brand in construction innovation."

Vivek Bhambhani, senior group executive creative director, Grey India, said, "Birla White has etched its position as a company with the White Cement Advantage, and there’s no question about how effective their products are. For this campaign, we wanted to try something different, personifying the problem of loose tiles which ruins the aesthetics of a home, and explain how TileStix is the perfect solution."