CenturyPly has moved from its brand tagline of 'Sab Sahe Mast Rahe' (can face anything and stay good) to 'Khushiyon Ka Rangmanch' (a stage of happiness). To communicate this, the brand has rolled out four TVCs conceptualised by DDB Mudra, which feature Nana Patekar.
One of the four films shows a family seated on their dining table. They're appreciating the food cooked, when Patekar asks them about the dining table. He then asks them why don't they praise the table they use to eat on. He then gives the alternate uses of their dining table - someone uses it like a tabla, someone uses it to dry a vest, while others sit on it and crack jokes. The film ends with Patekar saying it's not just a table - it's a stage of happiness ('Khushiyon Ka Rangmanch'), as so much is done while sitting on it.
Another film shows the family seated on a sofa and celebrating a boundary hit by the Indian cricket team. As they cheer for India, Patekar an onlooker until then, starts cheering for the sofa. The family looks stunned and looks towards him for an explanation. He says, "If someone hits a boundary, you dance on this. If someone gets out, you take out your frustration on this. It has a seating capacity of three, yet six of you'll sit on it. The sofa makes your family a team and it's not just a sofa - it's a stage of happiness ('Khushiyon Ka Rangmanch').
Similar patterns are followed for two other TVCs titled 'Bed' and 'Chest'.
Amit Gope, head, marketing, CenturyPly, said, "We found this concept to be extremely strong, unique and with a potential to remain relevant for a long time. More than that, it was something that was meeting our objectives in the best possible manner."
Sonal Dabral, chairman and CCO, DDB Mudra Group, said, "Devoid of any sharp ideas, the plywood advertising landscape has been fuzzy to say the least. We decided it was time for a respected brand like CenturyPly to speak like a leader and elevate the category to the next level. Nana Patekar's brilliance needs no mention. We were fortunate that he agreed to be a part of this project. I'm certain the audience will love him as the voice of our conscience provoking us to take a fresh look at our furniture we take for granted every day."
Rajiv Sabnis, president, DDB Mudra West said, "Khusiyon ka Rangmanch is an idea that is a take on life, from the point-of-view of the furniture. If all inanimate objects had a life of their own, and could see the world around them, then they would see themselves at the centre of a family life. Then furniture could see the joys, the bonding, the celebration, the success, the romance, the love, the gossip and many other emotions that a family goes through in the course of their life together. Furniture is a mute spectator today, but if it had emotions, it would believe that the family comes together around the various pieces of furniture which make a home. Nana Patekar embodies the conscience of the furniture that provides a platform for emotions to play out. This campaign is a tribute to furniture, hence Century Ply, and the centre stage role it plays in bringing and keeping families together."
Shagun Seda, creative director, DDB Mudra West, said, "The dining table, the sofa, the bed etc. are the hangout zones or addas in a house where families come together. With this campaign we want to put the spotlight on these oft-ignored surfaces. A message that carries the risk of sounding too preachy if not delivered convincingly. So we went to the one voice and face that everyone would sit down and take notice of Mr. Nana Patekar."
Satyajeet Kadam, creative director, DDB Mudra West, said, “You will see Nana Patekar, the thespian in his signature form here. We have always associated Nana Patekar as the man who stood up for a cause. Be it through his films or his work done in public life. In this campaign, he doesnt play the celebrity brand ambassador. Is he member of the family? Is he a guest? We never explain."
The campaign, which went on-air last week, will also straddle print, outdoor, digital and on-ground.
Agency: DDB Mudra West
Chairman and Chief Creative Officer: Sonal Dabral
Office head: Rajiv Sabnis
Creative head - West: Rahul Mathew
National planning head: Amit Kekre
Creative team : Satyajeet Kadam, Shagun Seda, Amit Parekh, Ghanshyam Jadav
Account management team : Shekhar Pandey, Ronak Shah, Vikrant Jain, Arnab Dasgupta,
Account planning: Shekhar Pandey, Aunkita Dey, Vinayak Dubey
Films dept: Vishal Sane
Production house: Ramesh Deo Productions
Director: Abhinay Deo
Producer: Apurba Sengupta