Top Story

e4m_logo.png

Home >> Advertising >> Article

Century Plyboards teams up with ‘Jai Ho’ for forthcoming campaign

12-June-2009
Font Size   16
Century Plyboards teams up with ‘Jai Ho’ for forthcoming campaign

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.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by