Century Ply revamps brand identity,launches new campaign

sonal_dabralCentury Ply today launched its new advertising campaign “Khushiyon Ka Rangmanch”. The new TVC conceptualized by DDB Mudra, has an unconventional artist acting as the host (Sutradhaar) of the Ad i.e. Nana Patekar.

The philosophy behind the campaign is to integrate the benefits of three offerings of the company i.e. Century Ply, Century Laminates and Century Veneers in the product portfolio and translate it into one key benefit that highlights the aesthetic value powered by the functionality of the plywood brand. It moves away from product/ attribute driven communication and takes an emotional route.

The advertisement shows parts of consumers’ daily life and is a realization of the part played by ‘surfaces’. It stems from the simple insight that Century Ply is in the business of creating surfaces which are witness to everyday moments of joy and happiness, hence the tagline “Khushiyon Ka Rangmanch”. A series of 4 films have been canned to showcase this insight in a humorous manner.

Commenting on the TVC,  Amit Gope, Head Marketing, Century Ply says “In a strongly influencer driven category, this campaign is an attempt to create a strong Brand affinity and hence, preference. While addressing the consumer we have tried to use the emotional tag of happiness very well portrayed by the script and the protagonist Nana Patekar. Trust this will not only create a lot of good and positive effect not just for the Brand but the category too. ”

Commenting on the concept,Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group, says “Devoid of any sharp ideas, plywood advertising landscape has been fuzzy to say the least. We decided it was time for a respected brand like CenturyPly to speak like a leader and elevate the category to the next level. Nana Patekar’s brilliance needs no mention. We were fortunate that he agreed to be a part of this project. I’m certain the audience will love him as the voice of our conscience provoking us to take a fresh look at our furniture we take for granted every day.“

The communication will be done mainly through Electronic Media in a phased manner, with the initial phase slated for 6 weeks. It will consist of 45, 30, 20 and 15 second edits. The television advertising campaign will run across all leading national channels like Star Plus, CNBC TV18, Aaj Tak, etc. and regional channels also, with an emphasis on GEC and News. The initial phase of the campaign duration is May 28th till mid- June.

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