Prime Tiles launches new “Jodcha Jivan” campaign celebrating Nepali family life

Prime Tiles, Nepal’s leading tile brand, has launched its new integrated brand campaign “Jodcha Jivan (Connects Life).” The campaign aims to redefine how tiles are perceived in Nepal, portraying them not just as construction materials but as silent witnesses to the stories that unfold within family homes.

 

While most brands in the category lean toward urban lifestyle themes, Prime Tiles stands apart as a truly pan-Nepal brand, speaking directly to families across the country. “Jodcha Jivan” celebrates the shared ambition of Nepali households to build not just houses, but homes filled with life, love, and pride.

Ashish Garg, Chairman, Prime Ceramics Pvt. Ltd., shared: “Prime Tiles has always believed that our products should tell the story of Nepal (our homes, our heritage and our people). With ‘Jodcha Jivan,’ we celebrate that connection. While many brands chase urban lifestyles, we remain rooted in the values of every Nepali family that dreams of building a home filled with love and pride of homeownership. As Nepal’s largest selling tile brand, we take pride to be only company to promote Nepali art and culture in tile through our spirit of Nepal Collection”

Ujaya Shakya, Founder, Outreach, says: “The ‘Jodcha Jivan’ campaign captures the emotional heartbeat of Nepal where innovation meets tradition. It is more than a campaign. It is a cultural statement about how brands can connect to people’s lives through empathy, relevance and storytelling. Prime Tiles reflects the new Nepal which is progressive, proud and deeply connected to our roots.”

“Before developing this campaign, our strategy team conducted a comprehensive brand audit to deeply understand and define the brand’s strategic foundation from the lens of Nepali consumers. This in-depth process helped us uncover the emotional and cultural connections that shape how families perceive their homes, ultimately guiding the creative direction for ‘Jodcha Jivan.’”

Under the leadership of CEO Noor Shrestha and with creative direction and storytelling led by Binaya Lamichhane, “Jodcha Jivan” reflects a clear vision to elevate Prime Tiles from a functional product brand to a symbol of lifestyle, progress and national pride.

The campaign brings alive the idea that tiles are more than design elements. They are part of family life’s meaningful moments inspired by Nepal’s rich culture (from a child’s first steps, to a grandmother sewing flower garlands with her grandchildren during festive times, to vibrant Mithila art).

The campaign blends everyday family connections filled with warmth. The spirit of Nepali festivals, art and traditions. Advanced technology and eco-friendly production processes powered by Italian SACMI technology.

The campaign adopted a reverse storytelling rollout beginning with shorter, emotion-led edits across digital platforms and national television to build curiosity, followed by the Master Thematic Film, a 120-second cinematic piece that united all stories into one narrative: “Prime Tiles – Jodcha Jivan.”

Until a few years ago, Nepal imported most of its tiles from abroad. Today, nearly 90% of tiles are proudly Made in Nepal, with Prime Tiles leading this transformation. Inspired by Nepali art, culture and architecture, every Prime Tile design reflects the spirit of a self-reliant and confident Nepal.