Don't angry me! Centaury Ply's new TVC teaches anger management!

All of us must have seen the humorous sight of a Gorilla on our TV screens! I am talking about Century Ply’s, a well known brand in plywood and related products, new campaign sticking true to its tagline; 'Sab Sahe Mast Rahe'.

  

The primary objective behind the campaign has been to redefine Century Ply’s image as a modern, contemporary, youthful, and trustworthy market leader, while reinforcing the traditional qualities of strength and reliability. The other objective is to increase consumer involvement in the plywood category by touching an emotional chord. 

 

The campaign, conceptualized by Bates Kolkata, started off with teaser billboards on 18th August and a teaser TV ad on 22nd August but the full-fledged campaign was launched on the occasion of World Anger Day with the TV ad on 28th August.

 

While talking to Adgully, Abhra Banerjee, Executive Business Head, Century Ply, spoke about the campaign and said, “The campaign hits on the core functional benefits of using Century Ply in a format that appeals to the upwardly mobile consumer. The TVC had to be entertaining, as at the end of the day it’s entertainment that is important and in spite of the ‘anger’, it does bring a smile as you see the man forgetting his anniversary.”

 

“Centuryply is one of India’s top 100 Valuable Brands and has been there for the last 36 months, 3 years in a row. We wanted to create a brand campaign that reinforces our bond with our consumer and has the power to touch an emotional chord. The campaign drives home the core functional benefits of using Centuryply in a format that appeals to our upwardly mobile consumer.” Banerjee added.

 

Apart from TV ads, various media vehicles like OOH, Radio, Multiplex & Digital platforms were a part of the media mix for the campaign. Also, to support the initiative, a contest, Share the Anger, was 

 launched on 27th September. This is a fully digital campaign, with banner ads, social media ads and posts on Facebook and also invites users to share the afore mentioned TVC with their Facebook friends for a shot at winning an iPhone  5 and the winners will be announced in the first week of November.

 

Very clearly, the campaign portrays the brand’s promise of giving 100 per cent termite-free products and thus giving the strength to withstand all kinds of abuse!