Mumbai, May 06: Kerakoll, the Italian pioneer in sustainable building materials, has launched its latest marketing campaign, ‘Garv Se Growth’, positioned as a powerful tribute to India’s tile and stone-laying workforce. The campaign reinforces the brand’s commitment to recognising, rewarding and empowering the real craftsmen who shape the foundation of homes and buildings across the country. This comprehensive, loyalty-led initiative is designed to uplift, acknowledge, and support India’s contractor and mason community, underscoring Kerakoll’s long-standing dedication to strengthening the hands and skills that form the backbone of India’s tile & stone industry.
For nearly two decades, Kerakoll India has collaborated closely with tile and stone-laying professionals, craftsmen whose workmanship, trust, and loyalty have been central to building the brand’s leadership in the premium tile & stone adhesive category. Garv Se Growth reflects the company’s belief that sustainable progress is rooted in meaningful partnerships that honour skill, reward loyalty and create long-term pathways for professional advancement and technical expertise development.
Garv Se Growth brings together a suite of programmes designed to deepen engagement with contractors and masons while enabling both personal and professional development. Built on the pillars—Garv (Pride in the craft of building strong foundations) and Growth (Opportunities that help the community grow economically, socially, and through professional development and technical expertise development). This campaign offers recognition, rewards and financial benefits, enabling craftsmen to grow through their long-standing associations with Kerakoll.
At the heart of the initiative is the Kerakoll Club, a digital-first platform that allows laying professionals to connect directly with the brand, participate as ambassadors, and access exclusive rewards and earning avenues. Building on this, Kerakoll has introduced Kerakoll Legends, an exclusive recognition programme for Kerakoll’s top-performing contractors. The initiative honours professionals who consistently demonstrate excellence in application, loyalty, and advocacy, while strengthening their enduring partnership with Kerakoll.
Through experiential rewards, structured brand interactions, and team development opportunities, Kerakoll Legends strengthens partnerships and elevates contractors into recognised champions of their craft.
While programmes like Kerakoll Club and Kerakoll Legends focus on recognition, rewards, and professional advancement, Kerakoll also recognises that true partnership with the community must extend beyond the worksite. Building on the spirit of Garv Se Growth, the company has taken a broader step to support the long-term well-being and stability of the people and families behind the craft.
Recognising that many members of the community operate with limited access to structured opportunities and long-term social security, Kerakoll has introduced Kerakoll “S.A.A.T.H.I” (Security, Assistance & Aid Through Humane Initiatives), a CSR programme focused on long-term social and economic upliftment of Kerakoll contractors and their families. S.A.A.T.H.I offers benefits such as healthcare support, insurance coverage, child education assistance, and other well-being programmes. Through S.A.A.T.H.I, Kerakoll extends its efforts beyond the workplace, recognising and rewarding the community holistically while contributing to long-term stability and progress. With Garv Se Growth, Kerakoll is investing not only in building better buildings but in building better futures, for the hands that build India, tile by tile.
“This campaign is not just about rewarding loyalty; it’s about shifting perception. For too long, the skilled tile and stone-laying community has remained behind the scenes, unrecognised and undervalued. With Garv Se Growth, we want to celebrate their talent, recognise the dignity of their craft, and create tangible pathways for their professional and personal progress. Whether it’s through financial rewards, health and education support, or national recognition of their skill, we’re here to walk alongside them in their journey. They are not just workers—they are craftsmen, and it’s time the world saw them that way,” Vinod Ahuja Sr. Manager, Marketing and Communications Head Kerakoll India
Pune-based Atomium Labs are the creative brains behind Garv Se Growth
Speaking on the campaign, Pratyush Sinha, Founder & Chief Vision Officer, Atomium Labs, said, ‘We take pride in working with brands with a clearly defined ‘Why’. Over six years with Kerakoll, we’ve seen that being reflected in both their work and their briefs. Our consumer research revealed the emotional depth behind the craft of tile-laying work, which, for many craftsmen, is a part of their identity, expression, and pride. With this film, we tried to root these insights into a simple idea—that everything they create with pride will outlive all of us. Hence, this film was written in a first-person, poetic voice, rooted in a simple but powerful idea that everything they create with pride will outlive all of us. Written as a poem in first person, the film is an ode to the craft.
