Birla White’s ‘Talking Tiles’ turns loose tiles into loud reminders of poor tile adhesion

In its latest campaign, ‘Talking Tiles’, Birla White tackles a common but often overlooked issue in home construction — loose tiles. Through a character-led, humorous narrative and with actor Vicky Kaushal fronting the 30-second spot, the campaign introduces TileStix, a white cement-based tile adhesive, as a solution that aims to silence the long-term irritation caused by poor tile adhesion and durability.

Created by Grey India, the ad opens with Vicky Kaushal encountering loose tiles that begin to talk back, literally. From making demands for choco milkshakes to casually greeting him in Hindi, the tiles interrupt everyday life, highlighting how minor construction flaws can have a lingering presence. When Kaushal finally asks what it would take to keep them quiet, one tile replies, White Cement Advantage Lenge, pointing to the campaign’s core message: adhesion quality matters.

The film uses personification to illustrate how poorly installed tiles can turn into a recurring inconvenience. By giving the tiles voices and personalities, the narrative highlights the everyday frustration caused by inadequate adhesion. The story frames the adhesive not through spectacle, but as a practical solution to a familiar problem.

The campaign is directed at both homeowners and construction professionals, with a focus on raising awareness about adhesive quality in tile installations. It continues the brand’s efforts to highlight the functional role of white cement-based solutions in achieving durable and well-finished surfaces.

Bringing humour with everyday scenarios from the construction context, Talking Tiles uses a visual storytelling approach to draw attention to common issues in tile installation, aiming to inform both consumers and professionals.