CenturyPly has launched a campaign to introduce plywood brand Sainik, conceptualised by DDB Mudra West. While CenturyPly has a play at the premium end, Sainik will serve the value segment.
The campaign is intended to position Sainik as 'Hamesha Taiyyar' (Always Ready). The brand promises through the OOH and TVC campaign to be tough and ready, much like a soldier (sainik).
The film begins with a wooden box being airdropped in a forest. A group of armed soldiers rush to pick it up, when the enemy camp opens fire. The combat gets more intense with the box getting hurtled down a mountain along with the soldiers, and then into a water body. When they retrieve it and open the consignment, it is revealed that the Sainik Plywood box carries letters from the soldiers' families.
"This is another first attempt from Century Ply, where we are trying to create a sub-brand in our journey for creating a commodity into a consumer brand. Sainik Plywood comes lower in the hierarchy of our products but is one of the most exciting products for our consumers. What we want to bring out from this campaign is built on a spirit of the Sainik (soldier) in terms of integrity, commitment, strength etc. and this is what Century Plywood also stands for. Another offering from CenturyPly in terms of creating good advertisement and delivering good product to the market space," said Amit Gope, group marketing head, Century Plyboards India.
Rahul Mathew, creative head, DDB Mudra West, added, "The name Sainik in itself holds so many virtues -- strong, steadfast, resilient. This summed up what we wanted to say about our plywood as well. From here the story practically wrote itself, which was then beautifully captured by (director) Anupam."
Creative agency: DDB Mudra West
Chairman and chief creative officer: Sonal Dabral
President, DDB Mudra West: Rajiv Sabnis
Creative: Rahul Mathew, Sharat Kuttikat, Jayesh Vaghela, Ravi Ananthan, Broti Roychowdhury, Mehul Zolapura, Tanmay Patel
Account management: Ronak Shah, Vikrant Jain, Revathy Sukumaran, Arnab Das Gupta
Account planning: Amit Kekre, Shekhar Panday, Vinayak Dubey
Films dept: Vishal Sane
Production house: Crazy Few Films
Director: Anupam Mishra
Producers: Urfi Kazmi / Viraj Gawas
DOP: Tudor Mircea
Music director: Subhajit Mukherjee