MYK LATICRETE, one of India’s leading providers of tile and stone installation solutions, has launched an experiential in-store marketing campaign aimed at reshaping consumer understanding of tile installation at the point of purchase. The initiative focuses on shifting attention from tile aesthetics alone to the long-term impact of installation quality, using immersive and technology-led engagement.
Central to the campaign is a virtual reality (VR) experience introduced at tile retail counters, allowing customers to compare traditional cement-sand slurry methods with modern tile adhesive solutions. Through a short, guided VR storyline, consumers are taken through common installation challenges and shown how science-backed adhesives improve bonding strength, durability and performance.
The VR-led experience has been rolled out across 140 premium tile stores in Kerala and 39 premium outlets in Delhi, enabling large-scale consumer engagement at the retail level.
Complementing the VR module, MYK LATICRETE has also introduced a sensor-driven, audio-based in-store installation at select outlets. Designed to act as an attention trigger, the installation simulates the sound of tile cracking or popping as customers approach tile displays, prompting conversations around correct installation practices and long-term performance.
Commenting on the initiative, Amarbir Palta, President – Sales & Marketing, MYK LATICRETE, said the campaign aims to empower architects, contractors, retailers and homeowners by making installation outcomes tangible. He added that when consumers can experience the risks of poor installation virtually, the value of using the right adhesive becomes clearer.
The VR experience is accessed via QR codes placed alongside VR headsets at participating stores, with a 2–3 minute immersive journey highlighting issues such as debonding and uneven tiling versus the performance of modern adhesive systems. The campaign is supported by backend analytics that track engagement and completed experiences at each outlet.
The initiative strengthens MYK LATICRETE’s positioning as a technology-driven industry leader, using immersive education to influence buying decisions and improve adhesive adoption at the retail level.
