Plywood brand CenturyPly has taken a unique approach to its marketing strategy by partnering with the Scam 1992 OTT team. Together, they have launched a brand-new ad film that encourages end users to “invest” in CenturyPly’s flagship product, Club Prime, which has been an industry leader for decades.
CenterPly Partnership with Scam 1992
No one understands investments better than the Big Bull himself, Harshad Mehta. Pratik Gandhi, the talented actor who brought Harshad Mehta to life in the OTT series Scam 1992, was chosen to reprise his role for CenturyPly’s ad campaign. But getting Pratik on board was just the first step. CenturyPly, along with its advertising agency Wunderman Thompson, went even further by enlisting the highly skilled director of Scam 1992, Hansal Mehta, and acquiring the rights to the iconic Scam 1992 title track.
The Best Investment: The Ad Film
The ad film, titled “The Best Investment,” is produced by Small Fry. It revolves around an investment tip shared by Pratik Gandhi’s character, who speaks in investment language to highlight the various attributes of Club Prime. The film concludes with a thought-provoking rhetorical question, “If there’s a better investment, let me know!”
The Superiority of Club Prime
Consumers often find themselves overwhelmed by the multitude of plywood options available in the market. They struggle to determine which ply to choose. However, Club Prime stands out with its impressive features, including boiling waterproofing, borer and termite resistance, fire retardancy, duplicate protection, calibration, E0 emission compliance, 48-hour customer service, and a 30-year warranty. In the ad film, Pratik Gandhi urges consumers to place their trust in Club Prime from CenturyPly and experience complete peace of mind.
A Comprehensive Marketing Campaign
A 360-degree integrated marketing campaign is being planned to convey the message of “investment.” TV will serve as the primary medium, supported by print, out-of-home advertising (OOH), point of sale (POS) displays, and digital channels. This campaign has the potential to resonate with the affluent end users who are the target audience for Club Prime. In the wake of the pandemic, India has seen a surge in stock market investments, making the term “investment” highly relevant to the wealthier classes.
The Insights from CenturyPly
Keshav Bhajanka, Executive Director of CenturyPly, commented on the campaign, by saying, “It’s very easy to get conned when buying plywood.” A consumer has a difficult time weighing the advantages and negatives of numerous brands of plywood in order to make the best decision. CenturyPly has always put the customer first in everything it does. In keeping with its corporate philosophy, this new Club Prime commercial is meant to provide clients with peace of mind, assisting them in making the optimal ‘investment’.”
Nikita Bansal, Executive Director of CenturyPly, spoke about the campaign’s collaborative marketing approach, stating that they sought to leverage the synergy between CenturyPly and Scam 1992. Both brands enjoy significant recognition, and by evoking memories of the popular OTT series, the ad immediately strikes a chord with consumers, emphasizing that Club Prime, with its unmatched features, is the smartest investment they can make.
The CenturyPly Film’s Perspective
Arjun Mukherjee, VP & Senior ECD at Wunderman Thompson Kolkata, shared his perspective on the ad film. He stated, “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? And who better to portray that role than Pratik Gandhi? When all these elements come together in a commercial, along with the iconic music, it promises to be a memorable watch.”
Conclusion
With this campaign, CenturyPly aims to provide customers with a sense of security and peace of mind. The company understands the challenges customers face when making decisions about plywood purchases. By focusing on the attributes and benefits of Club Prime, CenturyPly ensures that customers can trust their investment and feel confident in their choice.
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Credits
- Client: Century Plyboards (India) Ltd.
- Agency: Wunderman Thompson
- Project Head: Vijay Jacob Parakkal, Sr. VP & Managing Partner
- Creative Team:
- Arjun Mukherjee, VP & Sr. ECD
- Moeinuk Sengupta, Sr. Creative Director
- Anurag Acharya, Creative Director II
- Sarasij Dasgupta, Sr. Creative Director
- Account Management:
- Nilanjan Sarkar, Client Services Director
- Production house: Small Fry Productions
- Director: Hansal Mehta
- Actor: Pratik Gandhi
- Executive Producer: Ryan Suares
- Producer: Rohit Rathor
- Associate Producer: Jalaj Varma
- Music: Achint Thakkar
