Birla White, a well-known name in the construction world, has launched a new product called TileStix – a white cement-based tile adhesive. To introduce it, the brand came up with a creative and entertaining campaign called ‘Talking Tiles’.
The campaign shows what happens when tiles aren’t properly fixed. In a fun twist, the loose tiles in the films actually talk – complaining, interrupting daily life, and being a constant source of irritation. These short films cleverly highlight how using the right tile adhesive can prevent these annoying problems.
The idea is simple but smart: bad tile fixing causes trouble, and TileStix is here to stop it.
Popular Bollywood actor Vicky Kaushal, who is the brand ambassador for Birla White, appears in the campaign. Known for his friendly and down-to-earth image, Vicky brings charm and relatability to the ads, helping to connect the message with everyday homeowners.
Created by Grey India, the campaign uses humor to show a real problem – tiles coming loose because of poor adhesives. By giving tiles a voice and a personality, the ads make the issue easy to understand and memorable.
Speaking about the campaign, Abhijeet Kumar, Senior VP at Birla White, shared that the company has been setting high standards in white cement for over 30 years. TileStix is an extension of that legacy, now helping people get better results with tile work too.
Loose tiles aren’t just annoying – they can ruin the look of a home and lead to costly repairs. Through this campaign, Birla White hopes to educate people on the importance of using quality tile adhesive from the start.
The campaign includes one main commercial and five short films, each showing everyday situations where loose tiles cause unexpected trouble.
In summary, TileStix is Birla White’s new tile adhesive, and the ‘Talking Tiles’ campaign uses humor and storytelling to explain why the right adhesive matters. With Vicky Kaushal’s support and a relatable message, the campaign makes a technical topic both fun and easy to understand.