Century Prowud's resilience keeps the worries of maintenance at bay

Century Prowud has launched a campaign to position the brand as durable furniture.

 

Conceptualised by Crescent, the campaign titled, 'Yeh Hai Jahan No Tension Wahan' (this is where there is no tension), aims to make consumers aware of its premium plus offerings endurance to daily unfavourable circumstances.

 

The film features a story of a mother who urges her husband to take on the daily household chores. The two children champion their father to take on the cleaning request, exposing the premium plus MDF to unfavourable conditions. Amidst all of this, the wife is relaxing on the couch, reading a book and smiling at the mayhem. Unaffected by the disaster, she tells the viewers, 'Century Premium Plus hai Jahan, no tension wahan!'

 

Sanjay Agarwal, CEO, and managing director, Century Plyboards, said, "With this campaign, we want to re-emphasise how our choices are making a huge impact. There is a need to switch to sustainable and environment-friendly furniture and décor." 

 

Avtar Singh Bhullar, senior vice president, MDF-PB division, Century Plyboards, added, "This TVC is a light-hearted piece of everyday life that most of us would relate to. It introduces the product as a multi-tasker in the house and establishes the concept of an all-rounder." 

 

Neeraj Sharma, co-founder, Crescent Group, said, "Yeh hai Jahan, no tension wahan was built on the diversified needs of the modern-day consumer. It allowed us to portray the worries that come with any furniture creatively. As far as the product shots are concerned, we have romanticised the product while it's exposed to chaos." 

 

CREDITS:

 

Creative agency: Crescent group, Gurugram

Growth strategy manager: Aman Sharma

Creative: Jayanta Das, Shubhangini Srivastava Prasad, Prateeksha Suri, Vikas Shokeen and Rajat Kumar Singh

Account management: Rajesh Laikh, Manish Kumar, Ayushi Verma

Media head: Avinash Tiwari

Production house: Show and Tell