CenturyPly personifies termites feeding on cheap plywood, slips product strength message with shayari

Century Plyboards has launched a campaign building on its 'Sab Sahe Mast Rahe' (Endures everything, remains good) positioning. The campaign comprises three films conceptualised by DDB Mudra.

 

One of the three films is currently on air. It features a man at home stepping into the kitchen for a late night snack. As he opens a cupboard to throw something into the dustbin, a man dressed as a termite greets him saying 'Adaab'. The man is shocked and falls to the floor. The 'termite' then starts off with shayari (Urdu poetry). Meantime, another 'termite' appears from a cupboard behind the man and says 'Irshaad', urging the 'poet' to go on. More termites appear  from surrounding cupboards to congratulate him on his shayari. The voice over introduces CenturyPly's termite proof plywood and says that cheaper products could turn out to be more expensive in the long run. 

 

Sanjay Agarwal, managing director, CenturyPly, said, “Consumer is the person who invests his hard earned money. Hence, my brief to the agency was very clear that the communication should be very direct, simple and very entertaining.”

 

Navarun Sen, executive business head – panels, CenturyPly, said, “Plywood is often covered by expensive veneers and laminates. However, it’s like the foundation and if that goes wrong, it can be a huge pain for the consumer and the cost of replacement will be high. Therefore the consumer needs to be aware while making a purchase decision.”

 

Amit Gope, head – marketing, CenturyPly, added, “This is a continuation of our effort to make CenturyPly from a commodity to a consumer brand and in this process we want our consumers to understand and appreciate what a good product is.”

 

Sonal Dabral, chairman and CCO, DDB Mudra Group, said, "Termites are a big pain in this industry. It was very important to showcase Centuryply’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."

 

Rajiv Sabnis, president – DDB Mudra West, added, “The thinking behind this was that there are some surfaces that need to stay new and good looking after a lapse of time.”

 

The campaign will straddle print, radio, digital and BTL.

 

Credits 

 

Client: CenturyPly

Creative agency: DDB Mudra West

Chairman and chief creative officer: Sonal Dabral

President, DDB Mudra West: Rajiv Sabnis         

National strategy head: Amit Kekre

Creative head, DDB Mudra West: Rahul Mathew

Creative team :Sharat Kuttikat, Vinayak Dubey, Broti Roychowdhury, Mehul Zolapura, Hamza Bhavnagarwala

Account management: Ronak Shah, Vikrant Jain, Revathy Sukumaran, Manpreetkaur Suchariya

Account planning: Shekhar Pandey, Tania Patel, Manasi Damle

Films dept: Vishal Sane, Meenaz Lala

Production house: Ramesh Deo Production (RDP)

Director (film): Abhinay Deo

 

Producer: Apurba Sengupta

Music: Karan Kulkarni