MUMBAI: Laminar Tiles’ latest brand campaign, The Waltz, has waltzed its way past 60 million views and clocked over 75 million impressions across platforms proving that even the flooring under your feet can be fabulously cinematic.
Crafted by Mumbai-based integrated agency Beanstalkasia, the campaign spins a compelling tale of love, luxury and lifestyle all set on the glistening canvas of vitrified tiles. Starring Nepali stars Aayushman Deshraj Joshi and Niti Shah, the film features a rhythmic dance through a sleek modern home, subtly flaunting Laminar’s key features: brilliant shine, durability, anti-skid safety, scratch resistance and easy cleaning.
Lumbini Ceramics Managing Director Ashutosh Khetan said, “With The Waltz, our aim was to go beyond the product. We were interested in showing how Laminar tiles fit into everyday life and create joy through the solutions offered. By blending creativity, storytelling, and a multi-platform strategy, we have successfully positioned Laminar Tiles as a lifestyle brand. This campaign has allowed us to successfully communicate our values to our consumers and position ourselves as a competitive force in the market.”
Beanstalkasia founder Upendra Singh Thakur said, “At BeanstalkAsia, we believe that impactful brand storytelling begins in the digital space, where engagement is immediate and conversations are organic. With The Waltz, we adopted a digital-first approach, leveraging social media and influencer collaborations to create a strong emotional connection with our audience. By building early momentum online, we ensured that the campaign resonated with viewers before expanding into theatres and traditional media. This campaign is a testament to Beanstalkasia’s commitment to pushing the boundaries of brand communication, and we are proud to raise the bar in Nepal’s evolving media landscape.”
But The Waltz is not just a visual treat it’s also a digital masterclass. Beanstalkasia’s digital-first strategy tapped into early buzz via Instagram collaborations, user-generated content and partnerships with over 10 Nepali mega influencers. The result? Organic traction, enthusiastic shares, and a campaign that was trending even before it hit theatres, LED screens and outdoor locations.
