Former Indian cricket captain MS Dhoni has been named the national brand ambassador of MYK LATICRETE, a pioneer in the installation of tile and stone. MS Dhoni has been included in a number of sponsorships and initiatives as part of the company’s integrated marketing campaign, which has been launched across several platforms. The 360-degree campaign, with the overarching theme of “Educating the benefits of Tile Adhesive & Tile Grouts,” consists of an intriguing series of TV commercials, digital videos, and print advertisements that are distributed throughout India. The idea for the TV commercial came from Associated Advertising, and Midas Deals helped make the partnership with MS Dhoni possible.
Commenting on this milestone initiative, Murali Yadama, Managing Director, MYK LATICRETE said, “It’s absolutely fantastic to have an internationally-recognised and esteemed sports person such as MS Dhoni as part of MYK LATICRETE family and we look forward to involving him in all our future engagements with the customers. His ability to connect us with people across nook-and-corner of the country will be critical in helping MYK LATICRETE to continue to share our vision with more people than ever before. For more than 20 years, the innovations from our world-class manufacturing facilities helped us become a choice of the most preferred brand for influencers in the construction industry and now we are on a mission to create the same in the consumer segment too, and Dhoni’s partnership is a first step in achieving our goals.”
Adding to this, Brand Ambassador, MS Dhoni said “I am honored to be part of the MYK LATICRETE family and endorse its wide range of products. The company has a rich legacy in the construction and building material industry and they continue to set benchmarks in the industry with their innovative products made from cutting-edge technology. I’m proud to be endorsing their products and together we are confident of reaching many more customers.”
A leader in its category, MYK LATICRETE has a robust portfolio of products that addresses critical needs and challenges conventional methodology to provide the industry with the widest range of tile adhesives, tile grouts, waterproofing and stone care products. MYK LATICRETE has been at the forefront of educating key stakeholders in this category through dedicated training centers located across India. The brand also has an exclusive mobile application – RISHTA to engage a network of tile masons from across India and help them stay up-to-date with the products and training through educational modules.
