The humourous CenturyPly commercial titled ‘Khushiyon Ka Rangmach’ with Nana Patekar released last year, 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 their products, like a sofa or a table in our daily lives. Plywood is a very commoditised, but a complex category, where consumer involvement is very low. Therefore, brands are now trying to adopt different tones in their creative strategies to give the category a fresh appeal and engage with the consumers.
Two of the major brands in this category, CenturyPly and Greenply have recently come out with new campaigns, using different tone of communications. While, Ogilvy & Mather has imparted quirkiness in Greenply’s latest commercial, DDB Mudra has created an emotional story to launch CenturyPly wood’s sub-brand named Sainik.
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Creative strategy and execution:
Today there are multiple products at different price points based on the various technical parameters. A consumer may not always understand these intricate technicalities, and be concerned about his budget. Thus, the role of a brand in this category is limited to passive reassurance. Keeping these things in mind, CenturyPly has come out with new brand Sainik plywood, which in spite of serving the value segment, has an exciting range of products for their consumers.
The campaign, ‘Hamesha Taiyyari’ highlights the toughness of the ply and its readiness for any kind of eventuality that comes its way, much like the life of a soldier. It captures the spirit of a soldier which includes integrity, commitment and strength; these are also very much the plus point of the product. Commenting on the ideation behind the campaign, “Rahul Mathew, Creative Head, DDB Mudra West, said “The name Sainik in itself holds so many virtues - strong, steadfast, and resilient. This summed up what we wanted to say about our plywood as well. From here the story practically wrote itself, which was then beautifully captured by Director Anupam Mishra.”
The thought behind the brand has been brilliantly translated into a clutter breaking TVC and OOH implementations. The TVC intends to create a larger-than-life image of the brand in the consumer’s mind space.
Greenply’s new campaign launched last month on the other hand, is a clear shift from the age old ‘durability’ and ‘strength’ proposition in the plywood category communication. The TVCs take a very humourous angle and nudge the viewers to ask questions on plywood, so that, at the time of purchasing, they can make well-informed buying decisions. The three TVCs titled ‘Nayi Maa’, ‘Dhongi Baba’ and the ‘Couple’ bring alive funny situations to highlight that an uncomfortable question has no correct answer. The campaign is spread across digital, cinema and social media. The humour used by Greenply in this case is tongue-in-cheek, while the product benefits appear at the end in a subtle way.
Commenting on the campaign, Sumanto Chattopadhyay, Executive Creative Director, Ogilvy & Mather, South Asia, said, “Most campaigns try to get consumers’ attention by telling them something about the product. What’s unique about this campaign is that it doesn’t tell you anything about the product. Instead it provokes you to ask questions. It’s a great strategy in a category where brands struggle to rise above commoditisation. What makes it all the more effective is that the brand is fully geared up to answer those questions. Ultimately, knowledge is strength. It’s the basis of a durable relationship between the brand and its consumers.”
Kamal K Mishra, Associate VP & Head Marketing at Greenply Industries, highlighted, “We believe that Greenply must act, feel and behave like a category leader. As leaders, we must guide the customer such that he makes better brand and product related decisions. ‘Ask Greenply’ will give birth to a new breed of demanding & educated customers which will positively impact the overall category. To support such customers, we have developed our backend from scratch with a new call-centre, a new site and shot several product videos that demystify products. They will get to know of this campaign right across media from TV, print, digital, retail, etc.” History has shown that humour helps in better brand recall and as a result of which, the new ads are getting very good reviews.