Century Laminates has rolled out its first ad film. The film has been conceptualised by Hakuhodo Percept was launched on 17 December.
The film follows a couple who are trying to select the right laminates for their house. It begins in the kitchen where the husband picks out a colour scheme that he thinks is the best for the room. Angry, the wife explains to the husband that the red scheme is what would be the most apt for ‘her’ kitchen. As the broker tries to intervene, he is asked to cut onions by the wife.
The couple move from room to room, selecting themes for their house. They settle down in their bedroom, where once again they have a disagreement as to what laminate they should use in the room. This time they both want a colour their partner likes. Once again when the broker asks if he could help, and once again he is quickly shot down.
Finally, when the couple are arguing over which laminate would go up in the living room, the broker desperately tells them that he can help. He comes into the picture and shows them a laminate that finally ends all the arguments.
The film ends with a voice over saying, “Jaisa chahe ghar sajae. Aapka har khayal hamare paas paye. Century Laminates, my design, my style” (No matter how you imagine your home, we can help you)
Keshav Bhajanka, director, CenturyPly, said, “We want to give every customer a visual
experience through Century Laminates. They too can play an important role in choosing the right look, as we believe there is an artist inside all of us. With its wide range, Century Laminates gives an unparalleled freedom of choice to the end user”.
Amit Gope, head marketing, CenturyPly, added, “The TVC is just the beginning of portraying
Century Laminates as an individual brand. “We have many good products, but Century Laminates has to become a leader in the laminates segment. This is our first effort towards realising that goal”.
Sabuj Sen Gupta, executive creative director, Hakuhodo Percept, “Buying a house is a long process, but doing it up takes even longer. There is usually a lot of heart-burn and confusion, and people do not know how to go about it. However, what has changed now, and is more of a trend these days, which is that both husband and wife jointly take decisions. This was the basic starting point for the TVC. Husband and wife are actively involved in the entire process, a theme around which we have woven our TVC”.
Client: Century Plywood
Creative agency: Hakuhodo Percept, New Delhi
Creative team: Sabuj Sen Gupta, Niloy Kumar Som, Tripti Kakkar
Account servicing team: Bhaskar Ghosh, Avilash Chakraborty, Kanav Sharma
Production house: Film Farm
Director: Parikshit Vaidya
Producer: Anirudh Bagchi
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins