LAMINAR

BeanstalkAsia, the Mumbai-based integrated marketing communications agency, delivers a masterstroke with its latest brand campaign for LAMINAR Tiles—a premium vitrified tile brand by Lumbini Ceramics Ltd., Nepal. Titled ‘The Waltz’, the campaign has already racked up over 60 million views and 75 million+ impressions across digital platforms, signaling a powerful blend of storytelling, strategy, and style.

A Visual Symphony that Reflects the Brand’s Soul

The Waltz is more than just a brand film—it’s a sensory journey that brings LAMINAR’s #LiveBetter philosophy to life. The campaign does a remarkable job of turning tiles—often seen as a utilitarian product—into an emotional, lifestyle-driven choice. Through stunning visuals and evocative choreography, BeanstalkAsia positions LAMINAR as not just a surface solution, but a part of the consumer’s everyday living experience.

From a marketing perspective, this campaign is a lesson in emotional storytellingInstead of taking the hard-sell route, the narrative glides through a story of grace, elegance, and intimacy—mirroring the qualities of LAMINAR tiles. It reinforces how brand storytelling, when done right, creates deeper resonance and recall.

Smart Casting, Strong Metaphor

The brand film uses a visually rich dance performance set inside a modern home. Every movement, every turn, showcases the premium qualities of LAMINAR tiles—from brilliant shine and strength to anti-skid safety and easy maintenance. The dance acts as a metaphor: just as a waltz flows seamlessly across the floor.

The Waltz breaks the mold by creating an emotional connection. This not only elevates the brand perception but also strengthens its premium positioning in the competitive tile segment.

Strategic Rollout, Stellar Engagement

What truly sets this campaign apart is its multi-platform launch strategy. By leveraging the digital ecosystem—from YouTube and Instagram to regional platforms in Nepal—BeanstalkAsia ensured maximum reach and relevance. As a result, with 75 million+ impressions, the campaign demonstrates how creative storytelling combined with smart media placement can deliver both visibility and engagement.

For marketers, this is a blueprint on how to turn a niche product into a lifestyle aspiration. The campaign doesn’t just highlight features—it builds desire.

LAMINAR Sets a New Benchmark in Tile Branding

With The Waltz, LAMINAR successfully moves beyond functionality to embody a lifestyle of beauty, durability, and comfort. It proves that even categories like construction and interiors can be reimagined with the right creative lens and marketing insight.

In contrast to a world flooded with hard-sell ads, The Waltz stands out as a sophisticated, high-impact campaign that not only elevates the brand but also changes the conversation around what tiles can mean in our lives.