Campaign Thought

Combining my vocations in Architecture & Advertising  helped me evolve insightful, demonstrative campaigns  to help make space for Laticrete's innovative solutions in the Indian market. The Grout joint filler for example was launched through a creative campaign that joined 2 adjacent Tiles in holy matrimony!

 

Marketing Funnel

​

Awareness

The clutter breaking film introduced Trade and Consumers to the concept of a permanent tile joint filler through the memorable marriage of adjacent tiles

​

Consideration

The campaign take away of ‘Jod ho toh aisa’ was amplified using various social contexts

Innovative product demonstrations were conceptualized at trade events

​

Action

Channel education and marketing push efforts were accompanied by application training camps for Tile masons to overcome the resistance to switch from cement to tile joint fillers