CenturyPly brings a shift in product category with its new campaign
Century Plyboards India, a frontrunner in the plywood category, is back with its new TVC – ‘Sab Sahe Mast Rahe’. Conceptualised by DDB Mudra West, the campaign is product oriented and attempts to educate the consumers in an entertaining fashion about the importance of investing in good quality plywood that saves a lot of embarrassment and cost for the consumer.
The three-film campaign focuses on the superior quality of panel products that CenturyPly offers, making it the most desired product in the market. It also implies the importance of consumer decisions while doing up their homes. The campaign shows a termite infested home and how the termites mock the owners of the home as they have chosen low quality products for their home décor, and as a result spending more while re-doing their homes while also facing a lot of embarrassment from the guests.
With this campaign, CenturyPly stresses on the need to make the right purchasing decision rather than depending blindly on carpenter’s advice and ignoring the quality of the product while choosing cheaper alternatives. The campaign targets the young urban consumer looking to make their dream home a reality.
The campaign will run across all platforms – print, electronic, radio and digital. It will also be supported by a robust outdoor media campaign and other BTL activities.
Sanjay Agarwal, Managing Director, CenturyPly, said, “Consumer is the person who invests his hard earned money. Hence, my brief to the agency was very clear that the communication should be very direct, simple and very entertaining.”
Navarun Sen, Executive Business Head – Panels, CenturyPly, added here, “Plywood is often covered by expensive veneers and laminates. However, it’s like the foundation and if that goes wrong, it can be a huge pain for the consumer and the cost of replacement will be high. Therefore, the consumer needs to be aware while making a purchase decision.”
Amit Gope, Head – Marketing, CenturyPly, said, “This is a continuation of our effort to make CenturyPly from a commodity to a consumer brand and in this process we want our consumers to understand and appreciate what a good product is.”
“Termites are a big pain in this industry. It was very important to showcase CenturyPly’s expertise as they make termite proof, boiling water proof plywood. Therefore, we thought we should highlight and glorify this aspect when talking to the consumers,” said Sonal Dabral, Chairman and CCO, DDB Mudra Group West.
Abhinay Deo, Director, Ramesh Deo Production, added here, “I was extremely kicked about this concept of termites and mushaira as this was very interesting, outlandish and bizzare. It excited me the most to take up this concept.”
On the creative concept, Rajiv Sabnis, President, DDB Mudra West, said, “The thinking behind this was that there are some surfaces that need to stay new and good looking after a lapse of time.”
CenturyPly has been involved in aggressive brand building, with quite a few TVC campaigns being launched in quick succession, and a rapid brand building at the retail level as well. It has been setting priority markets for both sales and advertising focus, and that has paid dividends in terms of both sales volume and brand building. Apart from this, CenturyPly also has some impactful CSR campaigns like CenturyPly Heroes to its credit.
Creative agency: DDB Mudra West
Chairman and Chief Creative Officer: Sonal Dabral
President, DDB Mudra West: Rajiv Sabnis
National Strategy Head: Amit Kekre
Creative Head, DDB Mudra West: Rahul Mathew
Creative team: Sharat Kuttikat, Vinayak Dubey, Broti Roychowdhury, Mehul Zolapura, Hamza Bhavnagarwala
Account management: Ronak Shah, Vikrant Jain, Revathy Sukumaran, Manpreetkaur Suchariya
Account planning: Shekhar Pandey, Tania Patel, Manasi Damle
Films dept: Vishal Sane, Meenaz Lala
Production House: Ramesh Deo Production (RDP)
Director: Abhinay Deo
Producer: Apurba Sengupta
Music: Karan Kulkarni
Costume: Steve Newburn (Applied Art FX Studio – Canada)