MYK LATICRETE, one of India’s leading brands in tile and stone installation solutions, has unveiled an experiential in-store marketing campaign aimed at reshaping how customers evaluate tile installation decisions at the point of purchase. The initiative marks a significant step in category innovation by shifting consumer attention beyond tile aesthetics to the long-term performance and durability enabled by correct installation practices.
At the core of the campaign is a virtual reality (VR)-led in-store experience designed for walk-in customers. Through an immersive VR module, consumers can visually and experientially understand the difference between conventional cement-sand slurry methods and modern tile adhesive installation. Using a VR headset, customers are guided through a short, engaging storyline that highlights common installation challenges while clearly demonstrating the performance advantages of science-backed tile adhesives.
The campaign has been rolled out across 140 premium tile stores in Kerala and 39 premium retail outlets in Delhi, enabling large-scale, high-impact consumer engagement directly at the retail level.
Complementing the VR experience, MYK LATICRETE has also introduced a smart, sensory-led installation at select outlets to reinforce the importance of making the right installation choices. Designed as a powerful attention trigger within the retail environment, the installation uses discreet sensors and audio cues to simulate tile cracking or popping sounds as customers approach tile display areas. This unexpected sensory interaction disrupts routine buying behaviour, sparks curiosity, and prompts deeper conversations between customers and retailers around long-term installation performance.
Commenting on the initiative, Mr. Amarbir Palta, President Sales & Marketing, MYK LATICRETE, said,
“Our vision is simple to empower architects, contractors, masons, retailers, and homeowners to truly see the difference that science-backed tile installation makes. When customers can virtually experience what goes wrong with low-cost shortcuts, choosing the right adhesive becomes an instinctive and informed decision.”
As part of the VR-led experience, participating outlets feature a dedicated QR code placed alongside the VR headset, allowing customers to seamlessly scan and enter a 360-degree immersive environment. Within a concise 2–3 minute narrative, customers witness common issues associated with cement-sand installation—such as uneven tiles, debonding, and tile popping contrasted with the superior bonding strength and application performance delivered by MYK LATICRETE tile adhesives.
Unlike traditional posters, catalogues, or static point-of-sale displays, the VR experience delivers a larger-than-life, interactive product demonstration that significantly enhances emotional engagement and visual recall. The initiative is strategically designed to drive adhesive adoption and improve lead conversion at the critical ‘First Moment of Truth (FMOT).’
To ensure robust execution and measurable impact, the campaign is supported by real-time backend analytics that track unique scans at each outlet, with only fully viewed VR experiences being recorded.
Through this bold retail innovation, MYK LATICRETE reinforces its positioning not just as a product manufacturer, but as a technology-driven leader and educator in the tile and stone installation industry.
