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CenturyPly extends ‘khushiyon ka rangmanch’ with ‘felfie festival’

Enhancing the magic that it created in its ad campaign featuring Nana Patekar, CenturyPly launched a digital campaign with selfies with consumers’ favourite furniture

BestMediaInfo Bureau | Mumbai | October 1, 2014


CenturyPly has extended their ‘khushiyon ka rangmanch’ ad campaign with the launch of the ‘felfie festival’. CenturyPly has coined the word ‘felfie’ from the words furniture and selfie. Selfie is a much celebrated word today as much as it is an activity that cuts across all age groups and section barriers. Hence the idea of felfie meaning a selfie with your favourite furniture.

Amit Kumar Gope, National Marketing Head, CenturyPly, said, “Our objective through the felfie festival is to extend the spirit of ‘khushiyon ka rangmanch’ and to differentiate it from the regular festive season communication. This is an out and out digital campaign, which will dynamically be driven through popular social networking sites like Facebook, Twitter, Instagram and Pinterest. We are confident that this property will resonate well with our national audience and further enhance our brand affinity.”

The company will ensure online pull by building a microsite through which consumers can upload their felfies and help spread their posts simultaneously on all the popular social media networks. The campaign kicked off on September 21 and will end on October 4 with Dashami. The winner of best felfie will be announced nationally on October 9 and rewarded with exciting gifts like an Apple iPad Mini.

CenturyPly will conduct an on-ground activation to celebrate ‘surfaces’ in Kolkata. During the activation, RJ Jimmy Tangree will conduct interviews with people on how surfaces/ furniture play an important role in their lives and their homes. Participants will be selected from the felfies posted from the spot. The conversation will go on air live on a contraption that takes the participant and the RJ to a seat 14 ft above ground level through a hydraulic system, a platform that will be specially crafted by CenturyPly for the occasion. With this CenturyPly aims to create a record of conducting the highest outdoor radio interview live, which will go viral online and initiate further conversation on social media (Facebook, Twitter, Instagram, Pinterest, YouTube, etc.) about celebrating surfaces and how they act as ‘khushiyon ka rangmanch’.

Besides social media, felfie also be celebrated on other platforms like OOH, FM radio, print ads and other on-ground activities. CenturyPly will put up more than 200 mini billboards across Kolkata. Another 250 banners will come up at various locations, apart from the 23 prime OOH sites that the brand has.

With the Felfie Festival, CenturyPly wants to enhance the magic that it created with its ad campaign featuring Nana Patekar. The ad showed parts of consumers’ daily life and is a realisation of the part played by ‘surfaces’. It stems from the simple insight that CenturyPly is in the business of creating surfaces which are witness to everyday moments of joy and happiness, hence the tagline ‘Khushiyon Ka Rangmanch’.

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