Every ceramic tile is made from mitti, but only one tile is made from desh ki mitti. This is the perception we created about Kajaria. So strong was the association that its nearest competitor was compelled, and in a brazen case of plagiarism, to come up with a ‘mitti se jude’ campaign. We teamed up superstar Akshaye Kumar and some of the country’s leading filmmakers to unfold this patriotic saga in three editions.