With more than 300 TV channels and over 30000 national and local brands, the clutter in branded conversations is overwhelming.

That said, the market is only growing with 2013-14 figures for the product-placement market (including branded entertainment) estimated at over USD 20 million.

With every brand worth its salt vying for a branded content idea, the milieu is extremely busy.

Given this environment, it is a huge challenge for brands to make an effective impact on their audiences.

Moreover, the dual trend of content being created / tailored to fit brand objectives as well as the other way round is an encouraging phenomenon.

This is evidenced in the increasing number of storyline integrations, movies, music videos and other kinds of content being created around brands as well as the classical brand placements in existing content formats.

The code of broadcasting audio-visual content of any kind, including branded content prevents showing of nudity, children being exploited in any manner, animal cruelty, alcohol consumption, smoking as well extreme violence or gore.

Those in wheelchairs or on crutches avoid the beaches in India as access is a big struggle. We built a red ramp on one beach in Goa, for just a day. The ramp looked like a red carpet stretching from the road to the water's edge, welcoming the mobility-impaired to the beach. We demonstrated the anti-skid and weather-proof nature of our outdoor tiles. While showing India what access to a public space like a beach can feel like. Even if it's for just a day.

The best way to gauge the success of this campaign is to visit www.RedRampProject.org

A tile company is now a part of online conversations. Some thing unheard of until this video made its mark. People have already begun discussing ways they can make a difference. Awareness is at a new high. For the cause. And for the brand.