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CenturyPly undertakes a digital journey

The task before the digital agency, Webitude, was to demystify the extensive portfolio of CenturyPly and let users make informed choices. It is part of the brand's 'Khushiyon Ka Rangmanch' campaign

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CenturyPly undertakes a digital journey

CenturyPly undertakes a digital journey

The task before the digital agency, Webitude, was to demystify the extensive portfolio of CenturyPly and let users make informed choices. It is part of the brand's 'Khushiyon Ka Rangmanch' campaign

BestMediaInfo Bureau | Mumbai | June 6, 2014

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CenturyPly, which recently roped in Nana Patekar for its 'Khushiyon Ka Rangmanch' campaign, has started with its first ever interactive digital campaign. The four films, released as part of this campaign, showed that most of our moments of joys revolve around inanimate objects like sofa, table, chest or the bed – but they are all taken for granted.

The brand started an aggressive digital campaign even before the launch of the TVC. Asim Sah, Creative Head, Webitude (part of Digital Quotient), said, “The reason behind this aggressive promotion on digital platform was so that the people could relate to the product when before the TVC breaks. People were asked to share their experiences or their favourite moments which they had with each of these objects around. For the first time the brand has stepped into the digital zone for engaging with their target audiences and consumers.”

“The challenge in front of us was that the brand is huge, with an extensive portfolio and different properties, and our task was to humanise these characteristics. The key objective was to demystify the category and let users make informed choices. The brief on which we worked was very simple: to make CenturyPly better,” explained Sah.

Amit Gope Amit Gope

Amit Gope, Head of Marketing, CenturyPly, commented, “Given the greater than before internet penetration, businesses are increasingly shifting their attention from traditional marketing media to digital media. We were looking for an agency that understands our objective and can communicate the same across various digital platforms. We really liked team's understanding of the brand and the digital landscape.”

For easy communication, a new responsive website was created which can be accessed on any medium. On all the social media channels, including Twitter, communication was built around the brand line 'Khushiyon Ka Rangmanch' wherein users were invited to share their furniture stories with which they have an emotional connect with. The Twitter campaign has turned into a huge success. Around 5,000 posts have been tweeted, with over 5 million impressions, and 4 lakh+ people were targeted. The hastag trended in India for more than 5 hours.

Sarmistha@BestMediaInfo.com

Info@BestMediaInfo.com

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