CenturyLaminates has rolled out a TVC campaign for Lucida - its range of high-gloss laminates, as it aims to reinforce the brand’s commitment to providing high-end products in terms of strength, quality and aesthetic.
Conceptualised by Wunderman Thompson, the film aims to showcase the brand as an ideal fit for kitchen laminates that get exposed to rough usage. It depicts the banter between a couple, where the husband, played by actor Jisshu Sengupta, tries to impress his wife with his cooking skills, but ends up tossing the food onto the kitchen laminate, creating a mess. However, when he looks at his wife, alarmed and sad, she tells him how lucky they are to have their kitchen interiors designed by Lucida from CenturyLaminates, which stands through rough usage.
Keshav Bhajanka, executive director, CenturyPly, said, “Lucida is the super glossy range of surface solutions from CenturyLaminates. This is in high demand among customers mainly due to its quality, dazzling shine, wide range of attractive colours and its ability to retain shine with time. Kitchen is a place where furniture surfaces are subject to heat, smearing of food ingredients, fingerprints etc. This advertisement campaign conveys the core benefit of shine and retention of shine in a very warm manner, no matter what rough treatments the Lucida surfaces are subject to. The attempt here is to make kitchen surfaces synonymous with Lucida from CenturyLaminates.”
The campaign will be promoted across TV, radio and other digital platforms.