MYK LATICRETE, one of India’s leading brands in tile and stone installation solutions, has launched an experiential in-store marketing campaign across premium tile retail counters, aimed at transforming how customers understand tile installation decisions at the point of purchase.
The initiative introduces a virtual reality (VR)-based experience that allows walk-in customers to visually and experientially compare traditional cement-sand slurry methods with modern tile adhesive installation. Using VR headsets, customers are guided through a short storyline that highlights common installation challenges such as uneven tiles, debonding, and tile popping, while demonstrating the superior bonding and durability of science-backed tile adhesives.
To preview the VR-led experience, a video has been shared here: YouTube Link.
The campaign has already been rolled out across 140 premium tile stores in Kerala and 39 outlets in Delhi, enabling large-scale consumer engagement at the retail level.
Building on the VR module, MYK LATICRETE has also introduced smart, sensory-led installations at select outlets. These use discreet sensors and audio cues to simulate the sound of tile cracking or popping as customers approach display areas. The unexpected sensory trigger disrupts routine buying behaviour, sparks curiosity, and encourages meaningful conversations between customers and retailers about long-term installation performance.
Mr. Amarbir Palta, President Sales & Marketing, MYK LATICRETE, commented: “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.”
Participating outlets feature dedicated QR codes alongside VR headsets, enabling customers to scan and step into a 360-degree immersive environment. Unlike conventional posters or static displays, the VR experience offers an interactive product demonstration that enhances emotional engagement and visual recall.
The initiative is strategically designed to boost adhesive penetration and improve lead conversion at the ‘First Moment of Truth (FMOT)’, supported by real-time backend analytics that track unique scans and fully viewed experiences.
With this bold retail innovation, MYK LATICRETE reinforces its positioning not only as a product manufacturer, but as a technology-driven leader and educator in the tile and stone installation industry.
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