Top Story

Home >> Advertising >> Article

CenturyPly's latest ad uses humour to educate consumers on the need to invest in good quality plywood

19-August-2016
Font Size   16
CenturyPly's latest ad uses humour to educate consumers on the need to invest in good quality plywood

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.

Brand strategy:

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.”

Marketing mediums:

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.

Creative execution:

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.”

Tags e4m

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

BookMyShow, Uber, Chumbak, Viacom18 and Radio City are some of the clients of the company

right
left
KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018

'The Bloody Ghoul' symbol has been sprayed on Sacred Games billboards across the city

Initiative's Mumbai office will manage the account. The account was earlier held by OMD India.

Qwikcilver’s Co-founder and CMO says their campaign for Onam addresses the gifting needs of the resident and non-resident Keralites