MYK LATICRETE has launched a new experiential in-store marketing campaign aimed at reshaping how customers understand tile installation decisions at the point of purchase. Designed to shift focus beyond tile aesthetics, the initiative highlights the long-term impact of installation quality through immersive, technology-led engagement at retail counters.
At the centre of the campaign is a virtual reality-led in-store experience that allows walk-in customers to visually compare traditional cement-sand slurry methods with modern tile adhesive installation. Using a VR headset, customers are guided through a short storyline that highlights common installation challenges and demonstrates how science-backed tile adhesives deliver better performance and durability.
The initiative has been rolled out across 140 premium tile stores in Kerala and 39 premium retail outlets in Delhi, enabling large-scale consumer interaction within real buying environments.
Taking the experience a step further, MYK LATICRETE has also introduced a sensory-led installation at select outlets to spark curiosity and conversation. Using discreet sensors and audio cues, the setup simulates the sound of tiles cracking or popping as customers move closer to tile displays. This unexpected moment disrupts routine shopping behaviour and encourages discussions around the importance of choosing the right installation solutions.
As part of the VR-led setup, participating outlets feature a dedicated QR code placed alongside the VR headset, allowing customers to step into a 360-degree immersive experience. Within a concise 2–3 minute journey, viewers witness common issues such as uneven tiles, debonding and tile popping, contrasted with the stronger bonding and superior performance offered by MYK LATICRETE tile adhesives.
Unlike static posters or catalogues, the VR experience offers an interactive, larger-than-life demonstration that enhances emotional engagement and visual recall. The campaign has been strategically designed to influence decision-making at the First Moment of Truth (FMOT) and improve lead conversion at the retail level. Supporting this effort is a real-time analytics system that tracks unique scans and completed experiences across outlets.
With this bold retail innovation, MYK LATICRETE continues to strengthen its positioning as a technology-driven leader and educator in the tile and stone installation category, going beyond products to empower informed choices at the store level.
Speaking about the campaign, Amarbir Palta, President – Sales & Marketing, MYK LATICRETE, said “Our vision is simple- to equip every architect, contractor, mason, retailer, and homeowner with the power to see the difference that science-backed tile installation makes. When you can virtually experience what goes wrong with low-cost shortcuts, choosing the right adhesive becomes instinctive.”
