With the new campaign, conceptualised by DD Mudra West, CenturyPly intends to educate the consumers about the importance of investing in good quality plywood that saves cost in the long run
BestMediaInfo Bureau | Mumbai | August 22, 2016
Century Plyboards (India) Ltd is back with a new product-oriented campaign called Sab Sahe Mast Rahe. The TVC attempts to educate the consumers in a cheeky fashion about the importance of investing in good quality plywood that saves a lot of embarrassment and cost.
The TVC, conceptualised by DDB Mudra West, shows a termite-infested home. The owner of the house, who is out of bed in the middle of the night for a midnight snack, is surprised when the termites infesting his house perform a mushaira. The termites mock the owner of the home as they have chosen low quality products for their home décor. The TVC ends with the message that using low quality ply will force owners spend more to fix the damage.
Sanjay Agarwal, Managing Director, CenturyPly, said, “The consumer is the person who invests his hard-earned money. Hence, my brief to the agency was very clear that the communication should be very direct, simple and very entertaining.”
On their expectation from the campaign, Amit Gope, Head, Marketing, CenturyPly, said, “This is a continuation of our effort to make CenturyPly from a commodity to a consumer brand and in this process we want our consumers to understand and appreciate what a good product is.”
“Termites are a big pain in this industry. It was very important to showcase CenturyPly’s expertise as they make termite proof, boiling water-proof plywood. Therefore, we thought we should highlight and glorify this aspect when talking to the consumers,” said Sonal Dabral, Chairman and CCO, DDB Mudra Group West.
Throwing light on the thought behind the TVC, Rajiv Sabnis, President, DDB Mudra West, “The thinking behind this was that there are some surfaces that need to stay new and good even after a lapse of time.”
“I was extremely kicked about this concept of termites and mushaira as this was very interesting, outlandish and bizarre. It excited me the most to take up this concept,” said Abhinay Deo, Director, RDP.
The campaign wants to target the young urban consumer looking to make their dream home a reality. The campaign will have two other TVCs that will run across all platforms – print, electronic, radio and digital. It will also be supported by a robust outdoor media campaign and other BTL activities.
Agency: DDB Mudra West
Chairman and Chief Creative Officer: Sonal Dabral
President, DDB Mudra West: Rajiv Sabnis
National Strategy Head: Amit Kekre
Creative Head, DDB Mudra West: Rahul Mathew
Creative team: Sharat Kuttikat, Vinayak Dubey, Broti Roychowdhury, Mehul Zolapura, Hamza Bhavnagarwala
Account management: Ronak Shah, Vikrant Jain, Revathy Sukumaran, Manpreetkaur Suchariya
Account planning: Shekhar Pandey, Tania Patel, Manasi Damle
Films dept: Vishal Sane, Meenaz Lala
Production house: Ramesh Deo Production (RDP)
Director: Abhinay Deo
Producer: Apurba Sengupta
Music: Karan Kulkarni
Costume: Steve Newburn (Applied Art FX Studio – Canada)