Kajaria Ply- Strong Ply for a Strong Nation

“How do we communicate the benefits of a ply in a compelling and engaging manner” was the starting point when creating the first ever TVC for KajariaPly.

In a low involvement category, the challenge was to break the clutter and be seen as a premium ply brand.

With strength being the core benefit, what better way to evoke it than with the strength of the nation and those who keep the nation safe?

Add to this the prowess of Ranveer Singh as an actor, and the launch film creates a narrative that is sure to make KajariaPly the leader in the category.

The campaign with the line “India Jaisa Strong” adds to positive sentiments that have been building as the country gets ready to celebrate its 75^th year of Independence.  

The campaign is built on a compelling idea, which celebrates the intrinsic strength of India and how the brand reflects what makes the country strong.

KajariaPLY is a brand which offers a diverse range of products that is as robust and resilient as our country. The insightful storyline shows how all of us, in our own ways, are making our country strong.

Joint Managing Director, Chetan Kajaria said: With this TVC, we're delighted to take our brand to the next level, and we aim to reach even higher heights in the near future. We strongly believe that this campaign will help create a positive response towards KajariaPLY.

This simple yet insightful new commercial will unfold with a powerful 360-degree outreach and engagement plan across media vehicles, maintaining the underlying chords of patriotism. The brand intends to have a strong presence in internet, retail, TV, and other media.

KajariaPLY has progressed on many fronts since its founding, capitalising on significant growth possibilities, enhancing operating efficiency, and refining its focus on its business portfolio. The brand proposition 'India Jaisa Strong' truly captures India's demographic strength: young, dynamic, patriotic, passionate. Kajaria hopes to build the brand’s image with the new film, which celebrates aspiration of young Indians.