Conceptualised by Bates Kolkata, the multi-mediaÂ campaign breaks across TV, OOH, Radio, Multiplex & Digital platforms
BestMediaInfo Bureau | Delhi | August 30, 2012
Centuryply, a market leader in plywood and related products, unveils an innovative advertising campaign to communicate a new interpretation to the brand tag line âSab Sahe MastÂ Raheâ. The new campaign highlights the brandâs strengths as a modern, contemporary, youthful and a trustworthy market leader while highlighting Centuryplyâs 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.Â This campaign line had been made immortal through one of the most memorable pieces of television commercialsÂ a few years ago.Â It was time to give a new version to the brand taglineÂ âSab Sahe MastÂ Raheâ and thus the birth of the sequel âSab Sahe Mast Rahe Part 2â.
The new campaign of Centuryply aims at redefining the brand image and increasing consumer involvement with the plywood category throughÂ Batesâs proprietary âChangengageâ tool.Â The campaign is targeted at upwardly mobile urban male in the age group of 35-45 years who is a homeowner and digital savvy.
Abhra Banerjee, Executive Business HeadÂ expressed, âCenturyply is one of Indiaâs 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.â
BATES Kolkata has ideated and conceptualised the campaign titledÂ âSab Sahe Mast Rahe Part 2â. The campaign is based on a basic human insight. When people get angry,Â they lose control over themselves behave like a monster, and unleash their anger on objects around. Mostly, itâs 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 itsâ 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 will be 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 itâs 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, âSo how many years has it been?â The gorilla is back, madly thumping against the wooden dining table.
Talking about the campaign,Â Arjun Mukherjee, ECD, Bates said,Â âThe pressure was on, tension ran high and everyone wasÂ 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.â
The campaign will be aired 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-mediaÂ campaign plan to reach its TG by using effective media vehicles likeÂ 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.Â The TVC has been shot in Poland byÂ 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.
Agency: Bates Kolkata
Executive Creative Director: Arjun Mukherjee, Souvik Misra
Group Business Director: Soumya Chowdhury
Group Brand Manager : Sreeparna Gupta
Creative Team:Â Arjun Mukherjee, Diptanshu Roy, Anurag Acharya, Kamalika Baral
Director: Mr. Vinod P Vijay - Lemon Yellow Sun Films
Animation: No Label, Poland