Century Plyboards has teamed up with ‘Jai Ho - You Are My Destiny’ music video, featuring AR Rahman & Nicole Scherzinger of The Pussy Cat Doll album, for an exclusive 30-second co-branded TVC, which has been ideated and conceptualised by P9 Integrated. The campaign will be aired on all major television & sports channels from June 7, 2009, and would also be showcased during the T20 World Cup tournament.
Century Plyboards wanted to associate with this album, and ride on the hype created by the Oscar winning song ‘Jai Ho’. The TVC has the music video footage integrated with the relevant footage from the brand commercial with the brand logo and verbal mention, hence drawing a connect between the two.
Sanjay Agarwal, Joint MD, Century Plyboard, said, “It is an extreme privilege to join hands with the Indian song of the decade. It has touched billions of hearts across the nation and worldwide. This venture from Century Ply will open new scopes in marketing in the plywood industry. Such an association will help the brand get better returns, and also enhance its brand recall & image.”
“The brief we gave to P9 is repositioning of brand and getting right association with the brand. Plywood brand building was purely on functional benefits of product since its inception. Once you diversify on your brand, then you need to connect with people on more of emotional appeal, where people getting more aspirational about the brand,” added Abhra Banerji, VP Marketing, Century Ply.
Besides doing TVC, Century Plyboards is doing POP, OOH in major metros and would do digital marketing in future.