NCL Group and Sunny Side Up launch campaign for Bison Panel

Sunny Side Up has launched a new campaign for NCL Group’s Bison Panel to reinforce the brand’s position as the original product in the cement bonded particle board (CBPB) category. The campaign, titled ‘Bison Panel, Original hi lo ji’, seeks to address growing confusion in the market where various materials are marketed as CBPB and often mislabelled as Bison.

The campaign centres on authenticity and clarity for both customers and trade partners. Its television commercial shows a consumer confronting a dealer after receiving a misleading product, using the scenario to underline the importance of choosing genuine CBPB boards. By focusing on the consequences of incorrect product substitution, the communication reiterates Bison Panel’s established category leadership.

Shyam Nair, creative director at Sunny Side Up, said the idea stems from increasing consumer insistence on authenticity. He noted that while the message is straightforward, it emphasises making the right choice in a segment where misrepresentation can occur. The TVC has been produced by Twenty Seventh Films and directed by Amit Satyaveer Singh.

Ravi Pingali of NCL Industries Limited said the brand has built its reputation over more than four decades and that the campaign reinforces its commitment to helping customers make informed decisions. He added that ‘Original hi lo ji’ formalises what has long been the brand’s promise within the category.

The integrated campaign is running across television, digital platforms, outdoor and retail outlets, aimed at ensuring consistent visibility and strengthening recognition of Bison Panel as the original CBPB board.