The humourous CenturyPly commercial titled ‘Khushiyon Ka Rangmach’ with Nana Patekar released two years back hit the right chord with the consumers by creating excitement in the otherwise boring plywood category. It was a conscious attempt by the brand then, to shed its core propositions which boasted of ‘strength’ and ‘durability’ and infuse humour to highlight the importance of products, like a sofa or a table in our daily lives.
This time around, through their latest campaign titled ‘Sab Sahe Mast Rahe’, the brand makes an attempt to educate the consumers in an entertaining fashion about the need of investing in good quality plywood which saves a lot of embarrassment and cost for the consumer. It comprises of three films conceptualised by DDB Mudra and the first film is out till now.
Amit Kumar Gope, Head – Marketing of CenturyPly said, “We have been working very closely with Chlorophyll for a long time in order to develop our brand. So ‘Khushiyon Ka Rangmach’ campaign gave a corporate identity which told the consumers that we are present across so many segments. But this time around, we felt it was necessary to make the consumers understand the product. Therefore, our communication highlights that if you don’t use the right quality, you will not only face huge social embarrassment, but the cost of replacement is also very high.”
He further added, “Consumers don’t understand that the difference between using branded and non-branded products is not that high, it is around 30 per cent currently. Also with the application of GST from April next year, this margin will get reduced to 10 per cent; we are working to use this to our advantage through our communications.”
The campaign will have three TVCs to educate the consumers which 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. The current burst of the campaign will be there till mid-October and the brand will break the same campaign again in December or January.
The marketing budget allocated for the campaign was not disclosed by the company.
Plywood is a very commoditised, but a complex category, where consumer involvement is very low. Therefore, it is always a challenge for the creative team to infuse excitement in such a category. The campaign shows a termite infested home and how the termites mock the owners of the home as they have chosen low quality products for their home décor, and as a result spending more while re-doing their homes.
“Termites are a big pain in this industry. It was very important to showcase Century ply’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.
Speaking about the competition in the category, Gope cited, “It is an undefined category, with leaders like CenturyPly and Greenply in the market. The problem in this category is the lack of syndicated research available. Everything is based on assumptive calculation in the roughly estimated Rs 35,000 crore market.”