Lessons in anger management from Century Ply

Conceptualised by Bates Kolkata, the ‘Sab sahe mast rahe’ campaign uses a mix of TV, OOH, digital & radio to convey the message of stability & strength

e4m by Shree Lahiri
Updated: Sep 12, 2012 10:07 PM
Lessons in anger management from Century Ply

Century Ply’s latest campaign is a new take on the tagline ‘Sab Sahe Mast Rahe’ and drives home the brand’s strengths as a modern, contemporary, youthful and trustworthy player.

The ad highlights Century Ply’s patented technology, which makes it 100 per cent termite-free, thus giving it the strength to withstand all kinds of abuse.

Bates Kolkata is the creative agency on the account, while Mindshare is the media agency.

The ‘Sab sahe mast rahe’ tagline was introduced a few years ago and finds resonance in the latest campaign. The ad seeks to redefine the brand image of plywood and increase consumer involvement with the category using Bates’ proprietary ‘Changengage’ tool. The campaign is targeted at the upwardly mobile urban male in the age group of 35-45 years, who is a homeowner and is digital savvy.

The latest campaign was kicked off with high-decibel teaser across different media platforms, while the TVC was launched on World Anger Day, August 28, to leverage the communication relevance. The premise is that when people get angry, they lose control and behave like monsters and unleash their anger on objects around them. In the ad, the anger manifests itself in the form of a monstrous Gorilla that wrecks havoc around the house, forcing a hapless man to take shelter inside a wooden cupboard. It’s only at the end of the ad that it is revealed that it’s actually the wife who is banging the cupboard door, her anger directed at her husband who has forgotten their wedding anniversary.

Reinforcing the bond with the customer
Commenting on the campaign, Abhra Banerjee, Executive Business Head, Century Ply, shared that the company wanted to create a brand campaign that reinforced its bond with the consumer and had the power to touch an emotional chord. “The campaign hits on the core functional benefits of using Century Ply in a format that appeals to the upwardly mobile consumer,” he added.

The brief to the agency was to display the product benefits – stability, strength and the ability to withstand all abuses. This had to come out prominently in a manner that people would find an emotional connect. “The TVC had to be entertaining, as at the end of the day it’s entertainment that is important,” Banerjee said, adding “In spite of the ‘anger’, it does bring a smile as you see the man forgetting his anniversary.”

Recalling the brand proposition, Banerjee observed that in 2008, research had thrown up the fact that though Century Ply was considered trustworthy and a market leader manufacturing quality products, it was not seen as stylish, modern and contemporary. In the last four years, the brand salience has been maintained through strategic brand placements within big entertainment properties – in films with Shah Rukh Khan, Amitabh Bachchan and so on, which gave the brand a glam factor. “In 2011, a second round of research showed that we were seen as an innovative company, with a wide basket of products and the brand was seen as upwardly mobile, a little short of fashionable,” he added.

According to Arjun Mukherjee, ECD, Bates Kolkata, plywood being a very low involvement category, the brief was to connect with consumers at an emotional level and engage with them. He added that it was important to demonstrate the ‘withstands anything’ quality of Century Ply and at the same time take the idea beyond a usual product demo.

Media mix
The ad broke on August 28, 2012 across news, general entertainment, infotainment and some select sports channels in the primetime slot. Sixty per cent of the media spend has been allocated to television, followed by 20 per cent for out of home (in eight metros), 15 per cent for digital (display, search, social and mobile) and five per cent for radio (in four metros).

The campaign will continue till March 2013. To ensure further consumer engagement, some BTL activities such as multiplex, mall and trade activations are being undertaken.

Social media is being used to generate buzz through seeding in relevant blogs and social media pages, interacting with the fan base and giving them an exclusive preview of the TVC. “Getting World Anger Day to trend on Twitter, with YouTube picking up the TVC to talk about the WAD, shows the amount of buzz the launch created,” Banerjee pointed out.

Campaign credits:
Creative – Arjun Mukherjee, ECD, Bates
Film – Vinod P Vijay of Lemon Yellow Sun Films
Animation – No Label, Poland
Motion capture session – Alvernia Studios, Krakow, Poland

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