Institute of Marketing Communications India®

MS Dhoni Becomes the National Brand Ambassador of MYK Laticrete

A tile and stone installation business named MYK Laticrete has named former Indian cricket captain MS Dhoni as its national brand ambassador. 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.

“With an overarching theme of - Educating the benefits of Tile Adhesive & Tile Grouts, the 360-degree campaign includes an intriguing series of TV commercials, digital videos and print advertisements in multiple languages spanning across India,” said the company.

Speaking on this initiative, Murali Yadama, Managing Director, MYK LATICRETE said, “It's absolutely fantastic to have an internationally-recognized 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 the 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.”

The idea for the TV ad was developed by Associated Advertising, and Midas Deals facilitated the collaboration with MS Dhoni.


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