Centuryply launches a clutter breaking campaign for the new-age Indian consumer

Mumbai:Centuryply, a market leader in plywood and related products, unveils an innovative advertising campaign to communicate a new interpretation to the brand tag line ‘Sab Sahe Mast Rahe’. The new campaign highlights the brand’s strengths as a modern, contemporary, youthful and a trustworthy market leader while highlighting Centuryply’s patented technology which makes it 100% borer and termite proof and gives it the strength to withstand all abuses.

For the last 4 years, the brand salience has been maintained through strategic brand placements within BIG entertainment properties. This campaign line had been made immortal through one of the most memorable pieces of television commercials a few years ago. It was time to give a new version to the brand tagline ‘Sab Sahe Mast Rahe’ and thus the birth of the sequel ‘Sab Sahe Mast Rahe Part 2”.

The new campaign of Centuryply aims at redefining the brand image and increasing consumer involvement with the plywood category through Bates’s proprietary ‘Changengage’ tool. The campaign is targeted at upwardly mobile urban male in the age group of 35-45 years who is a homeowner and digital savvy.

Mr. Abhra Banerjee, Executive Business Head expressed, “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.”

BATES Kolkata has ideated and conceptualised the campaign titled “Sab Sahe Mast Rahe Part 2”. The campaign is based on a basic human insight. When people get angry, they lose control over themselves behave like a monster, and unleash their anger on objects around. Mostly, it’s doors, windows, wardrobes, tables and other pieces of wooden furniture that bear the brunt. The furniture stands in silent testimony to this human emotion, takes all the battering in its’ stride and gives peace and tranquility in return. The campaign kicked off with a high decibel teaser campaign across different media platforms and the TVC was launched on World Anger Day to leverage the communication relevance.

The spot starts with a little boy munching chips. He sees a SUV crashing behind him and looks up to find a monstrous Gorilla growling angrily at him. The Gorilla then charges with full steam and kicks the door of the house without being able to make any impact. Dumbfounded, the Gorilla makes way for the roof of the house, breaks in and crashes on the dining table. Just like the door, the table too is unaffected. We now see the man of the house, scared out of his wits, escaping into the cupboard, followed by the angry Gorilla. The Gorilla hits the cupboard with all its might but in vain. Finally comes the moment of truth and through a reflection in the mirror we discover that it’s actually the wife who was banging the cupboard door. She was angry on her husband who had forgotten their anniversary. Threatening him with dire consequences should he forget it ever again, they sit down over dinner to celebrate. Nemesis strikes our man yet again as he asks, “So how many years has it been?” The gorilla is back, madly thumping against the wooden dining table.

Talking about the campaign, Arjun Mukherjee, ECD, Bates said, “The pressure was on, tension ran high and everyone was looking for that killer idea. And then it happened. Anger got the better of the team and turned them into growling monsters. It was total mayhem! Everyone started taking it out on the tables, chairs, doors, windows and other furniture. Many kicks and punches later an idea was born!! A basic human emotion was used to demonstrate the immense strength of Centuryply. Finally the dust settled, the anger evaporated quickly and we had our campaign.”

The campaign was launched from August 28, 2012 on all News, GEC, infotainment and some select sports channels in the Primetime slot. Besides TV, Centuryply has drawn a multi-media campaign plan to reach its TG by using effective media vehicles like OOH, Radio, Multiplex & Digital platforms. The campaign will go on till March 2013. To ensure consumer engagement, some interesting BTL activities like multiplex, mall and trade activations have been planned. The TVC has been shot in Poland by Mr. Vinod P Vijay of Lemon Yellow Sun Films. The film has a composite of animation, the extensive animation of the Gorilla was done by No Label, Poland while the motion capture session was done in Alvernia Studios based in Krakow, Poland which is one of the most advanced studios of Europe.

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