Harshad Mehta advises consumers to invest in CenturyPly's Club Prime offering in its latest TVC

Plywood brand, CenturyPly recently partnered with ‘Scam 1992’ OTT team to launch new ad film which urges end users to ‘invest’ in its flagship product - Club Prime.

No one knows investments better than the Big Bull himself - Harshad Mehta. Pratik Gandhi, who brought Harshad Mehta to life for today’s generation in the OTT series Scam 1992, was roped in to resurrect his role.

CenturyPly and its advertising agency, Wunderman Thompson, onboarded the director of Scam 1992, Hansal Mehta, and also acquired the rights to the Scam 1992 title track for the TVC.

Produced by Small Fry, the film ‘The Best Investment’ is about an investment tip the protagonist, played by Gandhi, gives away for free. He uses investment speak to talk about the various attributes of Club Prime before signing off with a rhetorical question, “Ab isse better investment hai toh batao!!” (If there’s a better investment, let me know.)  

Consumers are easily confused by the wide range of plywood options available in the market. They are at a loss and do not know which ply to purchase. In the film, Gandhi urges consumers to put their faith in Club Prime from CenturyPly and enjoy complete peace of mind.

A 360-degree integrated marketing campaign is being planned to drive the message of ‘investment’. TV will be the lead medium, supported by print, OOH, POS and digital.

Keshav Bhajanka, Executive Director, CenturyPly, said, “It’s very easy to get conned when buying plywood. A customer has a hard time, having to weigh the pros and cons of various brands of plywood in order to arrive at the right choice. CenturyPly has always kept the customer front and centre in everything that it does. In line with its corporate philosophy, this new advertisement for Club Prime is intended to give peace of mind to customers, helping them make the best ‘investment’.”

Nikita Bansal, Executive Director, CenturyPly, said, “We have tried to ride on the new age practice of symbiotic collaborative marketing. Both CenturyPly and Scam 1992 are household names and will benefit from each other’s equity. By helping consumers recall the hit OTT series, the ad will immediately connect with them, driving home the point that Club Prime, with its host of unrivalled features, is the smartest ‘investment’ they could possibly make.”

Arjun Mukherjee, VP and Senior ECD, Wunderman Thompson, Kolkata, said, “Who better to speak about investment in India than the Big Bull himself? Who better to recreate the imagery of Harshad Mehta than Hansal Mehta? Who better to enact that role than Pratik Gandhi? When one brings together all in a commercial, along with the iconic music, one can hope it’s going to be a memorable watch.”

Credits:

Client: Century Plyboards (India)

Agency: Wunderman Thompson

Project Head: Vijay Jacob Parakkal, Sr. VP and Managing Partner

Creative Team:

Arjun Mukherjee, VP and Sr. ECD

Moeinuk Sengupta, Sr. Creative Director

Anurag Acharya, Creative Director II

Sarasij Dasgupta, Sr. Creative Director

Account Management:

Nilanjan Sarkar, Client Services Director

Production house: Small Fry Productions

Director: Hansal Mehta

Actor: Pratik Gandhi

Executive Producer: Ryan Suares

Producer: Rohit Rathor

Associate Producer: Jalaj Varma

Music: Achint Thakkar

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