Centuryply’s campaign garners more than 1 million views on YouTube

Mumbai: Centuryply, a market leader in plywood and related products had recently launched their new advertising campaign titled ‘Sab Sahe Mast Rahe’ to communicate their new brand positioning. The multi-crore campaign got a good response from its stake holders, the teaser campaign created a buzz and grabbed many eyeballs. After garnering favourable response on the traditional media platform, the ‘Sab Sahe Mast Rahe’ campaign featuring the Gorilla has gone viral, the gorilla in the campaign is used as a metaphor for anger. The campaign has got massive response and received 1,000,956 views (and still counting) on YouTube.

The success of the campaign makes Cenutryply the 1st Indian building material company to receive such a huge success for an ad campaign. The main aim of the campaign was to get people more interested in the category as plywood has been a low involvement category product. The campaign was targeted at upwardly mobile urban male in the age group of 35-45 years who is a homeowner and digital savvy.

Talking about the success of the campaign Abhra Banerjee, Executive Business Head said, “Our main aim of launching the new campaign was to redefine the brand image and increase consumer involvement with the plywood category. Our campaign has crossed over 1 Million views on YouTube and this only goes to say that we have successfully connected with our consumers. Since we were targeting consumers who are digital savvy, I believe we have achieved our goal.”

The 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.

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