Kerakoll India has launched ‘Garv Se Growth’, a campaign aimed at recognising, rewarding and supporting India’s contractor and mason community engaged in tile and stone laying work.

The initiative brings together a series of loyalty-led programmes focused on professional growth, recognition and welfare support for contractors and craftsmen associated with the brand.

According to the company, the campaign is built around two themes — pride in craftsmanship and long-term growth opportunities for the workforce engaged in the tile and stone industry.

As part of the initiative, Kerakoll has introduced the Kerakoll Club, a digital engagement platform through which contractors and masons can connect with the brand, participate in reward programmes and access earning opportunities. The company has also launched Kerakoll Legends, a recognition programme for top-performing contractors based on application quality, loyalty and advocacy.

Kerakoll has additionally introduced “S.A.A.T.H.I” (Security, Assistance & Aid Through Humane Initiatives), a CSR programme focused on the welfare of contractors and their families. The programme includes healthcare support, insurance coverage, education assistance and other well-being initiatives.

Vinod Ahuja, Sr Manager, Marketing and Communications Head, Kerakoll India, said the campaign aims to recognise the contribution of the skilled tile and stone-laying workforce while creating pathways for professional and personal development.

The campaign film for ‘Garv Se Growth’ has been conceptualised by Pune-based Atomium Labs.