In July 2015, CICO Technologies Limited announced the launch of its newly packaged CICO Tapecrete P151. As CICO’s flagship water-proofing brand, Tapecrete has enjoyed iconic status amongst users of construction chemical products over the past few decades. This pioneering product deserves the extra attention that will enable a larger band of customers to benefit from Tapecrete’s superior value Its new and attractive packaging reflects CICO’s optimism and confidence about Tapecrete’s popularity and market leadership.
The new Tapecrete P151 was launched in 8 primary locations across India – Delhi, Mumbai, Chennai, Bangalore, Gujarat, Kolkata, Indore and Jaipur. The event was attended by many of CICO’s channel members to whom a presentation was made by company personnel on the ambitious plans to take the company’s star product to the next level in its market presence.
Staying true to its tagline “Pakka Kaam, Tapecrete hai Naam”, CICO Tapecrete P151 aims to occupy the position of a ‘Superhero in Water proofing’, illustrated by a superhero mascot in CICO and Tapecrete colours, used in Tapecrete’s new marketing campaign, who acts as a reliable expert and guide for customers.
CICO Tapecrete P151 is an acrylic polymer based cementitious coating, which uses advanced technology. It is easy to apply as a liquid. It can be mixed with cement to achieve Tapecrete slurry and applied by a nylon paintbrush on positive surfaces of concrete to make the latter waterproof. More importantly, Tapecrete is eco-friendly too, which is a highly advantageous distinguishing feature.
An all-new film has been created around the new Tapecrete brand and its recommended application processes that the Superhero conveys to the professionals in the business. An animation sequence very compellingly demonstrates how the Tapecrete Superhero is able to win the war against the demons of rain when they come pelting down from above, keeping a Tapecrete home totally future-proof.