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CenturyPly soldiers on with its strength proposition

The TVC, conceptualised by DDB Mudra West, seeks to capture the mind space of end-consumers for Sainik Plywood as a tough product that epitomises the spirit of the soldier

BestMediaInfo Bureau | Mumbai | July 20, 2015

CenturyPly-TVC Click on the image to watch TVC.

Century Plyboards (India) Ltd, which is well-entrenched in the market, is now trying to create a sub-brand, Sainik Plywood, for the first time in the market through a TVC. The TVC, conceptualised by DDB Mudra West, seeks to capture the mind space of end-consumers and also strengthen its image among influencers (carpenters, contractors, retailers).

Sainik Plywood is a tough product that epitomises the spirit of the soldier who is ready for any hardship. It is, therefore, built on the spirit of a Sainik, who is ‘Hamesha Tayyaar’ (Always ready) for any eventuality or hardship that comes his way.

The TVC shows brave Indian soldiers battling the enemy both on land and water, all to guard a wooden box made of Sainik Plywood. The value of this box is revealed in the end when the soldiers open the box to find their numerous personal letters intact.

Navarun Sen, Executive Business Head, Plywood - Century Plyboards (India), commented, “A few years back, we launched Sainik Plywood to address the value segment. I’m very happy that today we have grown in scale, in fact, it’s almost Rs 200 crore today that we are been able to put it out on air as a Sainik Plywood TVC for the very first time. We really hope to drive this value segment and make Sainik Plywood another huge brand from CenturyPly.”

Amit Gope, Group Marketing Head - Century Plyboards (India), added here, “This is another first attempt from CenturyPly, where we are trying to create a sub-brand in our journey for creating a commodity into a consumer brand. Sainik Plywood comes lower in the hierarchy of our products, but is one of the most exciting products for our consumers.”

“Sainik Plywood from Century Plywood operates at the mass popular end of the plywood range. It caters to a price-sensitive buyer for whom durability and reliability are important virtues in the plywood they would like to use in their homes. We decided to leverage these attributes in the communication for the brand,” said Rajiv Sabnis, Executive Director, DDB Mudra Group & President, DDB Mudra West.

Rahul Mathew Rahul Mathew

“The name Sainik Plywood in itself holds so many virtues. Strong, steadfast, resilient. Which summed up what we wanted to say about our plywood as well. And from here, the story practically wrote itself. Which was then beautifully captured by Anupam Mishra,” added Rahul Mathew, Creative Head, DDB Mudra West.

Rajendra Shah, General Marketing Manager, Century Plyboards (India), remarked, “Sainik Plywood is borer and termite resistant, moisture resistant and all weather resistant. It comes in boiling water resistant variant too. It also has the capacity to bear heavy loads. Moreover, it is the sturdiest plywood in this segment due to hardwood content. This TVC is a creative attempt to demonstrate all these features in an interesting manner.”

The TVC:



Client: Century Plyboards

Brand: Sainik Plywood

Creative agency: DDB Mudra West

Chairman and Chief Creative Officer: Sonal Dabral

Creative: Rahul Mathew, Sharat Kuttikat, Jayesh Vaghela

Account management: Ronak Shah, Vikrant Jain

Account planning: Amit Kekre, Shekhar Panday

Films dept: Vishal Sane

Production House: Crazy Few Films

Director: Anupam Mishra

Producers: Urfi Kazmi, Viraj Gawas

Music Director: Subhajit Mukherjee


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