Magicrete, a leading Indian producer of AAC Blocks, construction chemicals, and precast solutions, has launched a new ad campaign for its Tile Adhesive range, featuring actor Sumeet Vyas. The campaign emphasizes the advantages of tile adhesive over traditional cement-based methods, showcasing its superior strength, durability, and ease of use for a flawless finish.
Through compelling visuals and storytelling, the ad highlights the pitfalls of using sand and cement, such as cracking and debonding, while educating consumers on the benefits of tile adhesive. Sourabh Bansal, MD of Magicrete, noted the low adoption rate of tile adhesives in India (15%) compared to global standards, pointing out a significant growth opportunity.
Rishav Rastogi, Director at Cellar Door Productions, praised the campaign’s tagline ‘Naya Ghar Banta Hai Magicrete se,’ which aligns perfectly with the product’s benefits. He added that Sumeet Vyas’s relatable presence enhances the message of trust and innovation.
Magicrete has been a pioneer in modern construction technology, contributing to the ‘Housing for All’ initiative. The company, led by alumni from IITs and IIMs and backed by investors like Motilal Oswal Private Equity and India SME, continues to drive advancements in construction solutions.