Bonds That Last

Agency: Associated Advertising




Ever wondered why your tiles crack or your tile joints disintegrate? The problem is not usually with the tiles themselves but with the fixing of the tiles. It's what lies underneath and around the tiles that matter. To deliver this message to a mass audience for its client MYK Laticrete, Associated Advertising conceptualised its latest commercials with Indian cricket legend Mahendra Singh Dhoni. Moving away from the typical sentimental campaigns usually done in the category, Associated created two witty spots blending circumstantial humour perfectly with the brand message in signature understated Dhoni style.

There is a cricket flavour in the zestful play between the two characters in the campaign. Dhoni plays himself. A character diametrically opposite to Dhoni in personality starts the conversation in both films. This character reminds us of an enthu-cutlet that we may have encountered at least once in our life. He loves displaying his commentary and all-rounder culinary skills to Dhoni. In a humourous twist of events, the character learns why his tiles and tile joints crack and disintegrate.

This professional campaign titled 'Bonds That Last' was published in India in December, 2022. It was created for the brand: MYK LATICRETE, by ad agency: Associated Advertising. This 360°, Digital, and Film media campaign is related to the House, Garden, Other, and Real Estate industries and contains 2 media assets. It was submitted over 1 year ago.


Advertising Agency: Associated Advertising
Director: Vikram Aggarwal


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