Century Plyboards back with new brand campaign

18 Aug,2016

By A Correspondent


Century Plyboards is back with its new TVC – Sab Sahe Mast Rahe. The campaign is product oriented and will attempt to educate the consumers in an entertaining fashion about the importance of investing in good quality plywood that saves a lot of embarrassment and cost for the consumer.


This 3-film campaign, ‘Sab Sahe Mast Rahe’ focuses on the superior quality of panel products that CenturyPly offers making it the most desired product in the market. It also implies the importance of consumer decisions while doing up their homes.


The campaign shows a termite infested home and how the termites mock the owners of the home as they have chosen low quality products for their home décor, and as a result spending more while re-doing their homes while also facing a lot of embarrassment from the guests.


The campaign targets the young urban consumer looking to make their dream home a reality. The campaign will have three such TVCs which will run across all platforms – print, electronic, radio and digital. It will also be supported by a robust outdoor media campaign and other BTL activities.


Sanjay Agarwal, Managing Director, CenturyPly said, “Consumer is the person who invests his hard earned money. Hence, my brief to the agency was very clear that the communication should be very direct, simple and very entertaining.”


Navarun Sen, Executive Business head – Panels said, “Plywood Is often covered by expensive veneers and laminates. However, it’s like the foundation and if that goes wrong, it can be a huge pain for the consumer and the cost of replacement will be high. Therefore the consumer needs to be aware while making a purchase decision.”


“Termites are a big pain in this industry. It was very important to showcase Centuryply’s expertise as they make termite proof, boiling water proof plywood. Therefore, we thought we should highlight and glorify this aspect when talking to the consumers,” said Mr. Sonal Dabral, Chairman and CCO, DDB Mudra Group West


CenturyPly has been involved in aggressive brand building, with quite a few TVC campaigns being launched in quick succession, and a rapid brand building at the retail level also. It has been setting priority markets for both sales and advertising focus, and that has paid dividends in terms of both sales volume and brand building. Apart from this, CenturyPly also has some impactful CSR campaigns like CenturyPly Heroes to its credit.


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One response to “Century Plyboards back with new brand campaign”

  1. Kuldeep says:

    Thanks for sharing the informative content. Keep on sharing more.