Prime Tiles Launches “Jodcha Jivan,” Celebrating Family, Home, and Everyday Joy
Prime Tiles has introduced its new brand campaign, “Jodcha Jivan (Connects Life)”, a heartwarming narrative that shifts tiles from being mere construction materials to becoming silent companions in the everyday stories of Nepali families. Unlike category trends that lean heavily on urban imagery, the campaign embraces families across Nepal—honoring their shared dream of building homes filled with warmth, pride and togetherness.
Driven by insights from a nationwide brand audit, the campaign highlights how tiles quietly witness the most meaningful moments inside a home—from a child’s first steps to festive rituals shared between generations. CEO Noor Shrestha and Creative Director Binaya Lamichhane bring these emotions to life through cinematic storytelling, weaving Nepali culture, art and everyday family bonds into a unified message: Prime Tiles – Jodcha Jivan. The rollout began with short emotional edits leading up to a master thematic film capturing the essence of home happiness.
As Nepal’s leading tile brand powered by Italian SACMI technology, Prime Tiles continues to champion local production and culture, with nearly 90% of the country’s tile market now Made in Nepal. Through Jodcha Jivan, the brand reinforces its belief that a home is built not just with materials, but with memories, love and the small moments that connect life across Nepal.
Mr. 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”
Mr. 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.”
