CenturyPly has rolled out a campaign featuring actor Pratik Gandhi.
The campaign consists of a film conceptualised by Wunderman Thompson. In this film, Gandhi, who plays the role of Harshad Mehta in the OTT series Scam 1992, delivers a tip to viewers. Except, this isn't a stock tip, it's one to buy CenturyPly Club Prime, before revealing the benefits of the same.
Keshav Bhajanka, executive director, CenturyPly, said, “It’s very easy to get conned when buying plywood. A customer has a hard time, having to weigh the pros and cons of various brands of plywood in order to arrive at the right choice. CenturyPly has always kept the customer front and centre in everything that it does. In line with its corporate philosophy, this new advertisement for Club Prime is intended to give peace of mind to customers, helping them make the best ‘investment’.”
Nikita Bansal, executive director, CenturyPly, said, “We have tried to ride on the new age practice of symbiotic collaborative marketing. Both CenturyPly and Scam 1992 are household names and will benefit from each other’s equity. By helping consumers recall the hit OTT series, the ad will immediately connect with them, driving home the point that Club Prime, with its host of unrivalled features, is the smartest ‘investment’ they could possibly make.”
Arjun Mukherjee, VP and senior ECD, Wunderman Thompson, Kolkata, said, ‘Who better to speak about investment in India than the 'Big Bull' himself? Who better to recreate the imagery of Harshad Mehta than Hansal Mehta? Who better to enact that role than Pratik Gandhi? When one brings together all in a commercial, along with the iconic music, one can hope it’s going to be a memorable watch.”
The campaign is spread across TV, print, OOH, POS and digital.
CREDITS:
Client: Century Plyboards (India)
Agency: Wunderman Thompson
Project head, SVP and managing partner: Vijay Jacob Parakkal
VP and ECD: Arjun MukherjeeSenior CDs: Moeinuk Sengupta, Sarasij DasguptaCreative director: Anurag Acharya
Client services director: Nilanjan Sarkar
Production house: Small Fry Productions
Director: Hansal Mehta
Executive producer: Ryan Suares
Producer: Rohit Rathor
Associate producer: Jalaj Varma
Music: Achint Thakkar
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