DDB Mudra West India brings people together with the help of Nana Patekar for CenturyPly
CenturyPly is the largest seller of multi-use plywood, laminates and decorative veneers in the Indian organized plywood market. A trusted name for the last 27 years, the company has created a niche for itself and is the market leader in this sector.
For the past 6 years the brand’s core proposition has been that of structural strength with TV campaigns highlighting the core functional benefits of strength and durability of CenturyPly products. This was brought alive by the brand’s tagline: ‘Sab Sahe, Mast Rahe.’ View the new commercials below which are in Hindi.
In 2014 there were two clear challenges before the company. One, in an influencer driven category where the consumer has minimal interest and say in the final product that is bought, the brand had to create affinity and hence, preference for itself. Two, while the brand’s structural strength narrative was working well, it was not relevant for their other products like laminates and veneers which are driven more by their aesthetics.
To address these challenges DDB Mudra West participated in an extensive exercise to relook at the role of the company, its products and how they made a difference in the lives of people. The outcome of this exercise was a restructuring of the brand’s architecture and therefore a new brand philosophy. It was time to move away from product/attribute driven communication typical of the product category, and instead take an emotional route – hence Khushiyon Ka Rangmanch.
CenturyPly is not just creating commodities, but is in the business of creating spaces and home solutions through its products – plywood, laminates and veneers – surfaces which are witness to everyday moments of joy and happiness. We remember the jokes, the laughs and the singing, but tend to take for granted the surfaces that enabled these moments of togetherness. We want to remind people that it’s these surfaces that bring people together. They are the stage where life’s happy moments play out. And hence the baseline: Khushiyon ka Rangmanch.
Amit Gope – Head of 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 & Chief Creative Officer, 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 added,”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 commented, “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 often 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 – 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 doesn’t play the celebrity brand ambassador. Is he member of the family? Is he a guest? We never explain.”
Credit – 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.
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