Prime Tiles wins three golds at Flame Awards Asia 2026 for Jodcha Jivan campaign
KATHMANDU: Prime Tiles, Nepal’s premier tile brand and the country’s largest tile manufacturer, has won three Gold honours at the Flame Awards Asia 2026 for its integrated 'Jodcha Jivan' campaign.
The event organised by the Rural Marketing Association of India (RMAI) recognised the Nepali brand across three major categories: the South Asia Grand Prix, the South Asia Emerging Market Campaign, and the Digital / Mobile Campaign South Asia.
The recognition highlights a significant economic shift within Nepal. Once heavily reliant on imported ceramic tiles, the country now manufactures the vast majority of its requirements domestically. Established in 2021 with a manufacturing plant in Rautahat, Prime Ceramics utilises advanced Italian SACMI technology to produce floor and wall tiles for a nationwide distribution network.
The 'Jodcha Jivan' (Connects Life) campaign presents ceramic tiles as silent companions to life's milestones, everyday family moments, and enduring traditions across Nepal. Developed following an extensive national brand audit, the creative execution seamlessly blends regional cultural nuances — such as traditional Mithila art, vibrant local festivals, and multi-generational home building — with modern design sensibilities.
Executing a synchronised reverse-storytelling rollout, the campaign initially engaged audiences across digital and mobile platforms through targeted, emotionally resonant vignettes. This digital curiosity phase culminated in the launch of a cinematic 120-second Master Thematic Film, which drove record audience engagement and secured top honours in the digital category. The campaign strategy was spearheaded by agency partner Outreach.
"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 set out to celebrate that connection. As Nepal’s largest-selling tile brand, we are rooted in the values of every family that dreams of building a home filled with pride. Winning across South Asia validates our vision that local authenticity, paired with world-class quality, resonates far beyond our borders," said Ashish Garg, Chairman of Prime Ceramics.
"The Jodcha Jivan campaign captures the emotional heartbeat of a progressive yet culturally rooted Nepal. It was crafted as a cultural statement about how brands can connect through empathy, relevance, and human storytelling. Winning the South Asia Grand Prix and Emerging Market Gold proves that localised, insight-driven brand narratives can achieve gold standards on an international stage," stated Ujaya Shakya, Founder of Outreach.
