HomeSure Tile Ex Launches Campaign Films via BeanstalkAsia

BeanstalkAsia has created a series of films for HomeSure Tile Ex by Walplast. The films aim to position HomeSure Tile Ex as the “Expert with POWER of 4 ACES,” offering tile adhesive solutions. The “Power of 4 ACES” signifies Easy Application, Superb Adhesion, Excellent Aqua-Safe properties (water resistance), and Accessibility across India.

Aniruddha Sinha, Senior Vice President, Marketing, CSR, and Business Head – P2P division, Drychem India Limited, said, “HomeSure Tile Ex Tile Adhesives stands out as a technologically advanced and cost-effective solution in the market. Seeking to communicate the benefits engagingly, BeanstalkAsia delivered a campaign that was humorous and has effectively highlighted the advantages of ‘4 Aces’.”

Upendra Singh Thakur, Founder Director of BeanstalkAsia, added, “Tile adhesives typically fall into a low involvement category, with end consumers often showing less engagement in the decision-making process compared to their involvement in selecting tile designs. Targeted towards the B2B audiences, this category presented an opportunity to leverage humour and exaggerate situations to capture audience attention.


The campaign is centred around slice-of-life concepts that have high recall with an unexpected twist, encouraging the target audience to ‘expect the unexpected’.”



The creative and strategy team, led by Upendra Singh Thakur, worked closely with director Shashii Bhushan, Creative Director Naresh Mestry, and the entire production team to bring these entertaining narratives to life.


Agency: BeanstalkAsia
Client: Walplast
Brand: HomeSure Tile Ex
Creative and Strategy Head: Upendra Singh Thakur
Film Director: Shashii Bhushan
Music Director: Rimmi Dhar
Creative Director: Naresh Mestry
Business Head: Murali Menon
Art Director: Jayesh Wadwal
Concepts & Script: Srilekha Vyas & Uday Pawar
Client Servicing: Dylan Pereira
DOP: Surendra Singh Farswan


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