Brandwizz Communications, the creative and digital marketing agency, has won the mandate for Skipper Pipes.
Commenting on the appointment, Amit Gope, Senior General Manager – Marketing & Branding at Skipper said: “Skipper is, presently, all set to maximise customer and channel level engagement. The pandemic has brought to focus the importance of reaching out to, and effectively connecting with our consumers through ever-growing opportunities in the new media. Brandwizz has a proven track-record of optimising digital strategies for businesses, and we look forward to working with their team & taking our business forward.”
Talking about the association, Sayak Mukherjee, Co-Founder, Brandwizz Communications added: “We are truly thrilled to have Skipper Pipes on-board. With the Indian pipes and bath fittings industry on the fastrack of growth, we are excited to collaborate with one of the top players in this sector. As Skipper Pipes sets out to conquer new territories, our aim is to exploit the creative and digital communication channels to help penetrate deeper into the consumer market. We are all geared up to take this association to the next level.”
CenturyPly has introduced a new plywood brand – Sainik, for the value segment. The campaign, titled ‘Hamesha Taiyaar’, has been conceptualized by DDB Mudra West.
Plywood is a commoditized but complex category. Consumer involvement is very low, there are multiple products at different price points based on various technical parameters. A consumer does not understand those technicalities but knows his budget. The role of the brand in this category is limited to passive reassurance.
With an effort to trigger a larger brand appeal, the agency positioned Sainik as ‘Hamesha Taiyyar’ to display the toughness of the ply and its readiness for any eventuality or hardship that comes its way, much like a soldier.
The thought behind the brand has been translated into a clutter breaking TVC and OOH implementations. The TVC intends to create a larger-than-life image of the brand in the consumers’ mind space. The storyline follows a platoon of soldiers in a forest, where they are seen engaged in a fierce combat across land and water, under the most trying circumstances. The testing journey of the soldiers is matched by the journey of the plywood box, which eventually turns out to be carrying letters from the homes of these soldiers. The unscathed surface of the box personifies the tested, yet undaunted spirit of the soldiers. In spite of the forces of nature and the troubles caused due to the rough terrain and handling, it stands strong with the strength that only a true soldier embodies.
Amit Gope
“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 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 spaceâ€, says Amit Gope, Group Marketing Head – Century Plyboards (India) Ltd.
Rahul Mathew
Rahul Mathew, Creative Head, DDB Mudra West, said: “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 Anupam.â€
Century Laminates, a leading manufacturer of decorative laminates and veneers, marked its debut into television advertising with a new campaign created by Hakuhodo Percept.
Hakuhodo Percept’s campaign for Century Laminates which went on air on December 17 romanticises the process of selecting the right laminate in making a perfect home. This sentiment has been captured in the campaign tagline Jaisa chahen ghar sajaayen, Apna har khayal, humare paas paye.
Building on a couples’ relationship and exploring their diverse choices and the need for variety, the TVC by Hakuhodo Percept highlights how making a home is today a joint decision involving both the husband and wife.
Said Keshav Bhajanka, Director, CenturyPly: “We want to give every customer a visual experience through Century Laminates. They too can play an important role in choosing the right look, as we believe there is an artist inside all of us. With its wide range, Century Laminates gives an unparalleled freedom of choice to the end user.”
Amit Gope, Head – Marketing, CenturyPly, added that the TVC is just the beginning of portraying Century Laminates as an individual brand. “We have many good products, but Century Laminates has to become a leader in the laminates segment. This is our first effort towards realising that goal,” he said.
Credits:
Creative Agency: Hakuhodo Percept, New Delhi
Creative Team: Sabuj Sen Gupta, Niloy Kumar Som, Tripti Kakkar
CenturyPly has undergone a brand restructuring exercise and also unveiled a new brand philosophy. The company has unveiled a new campaign with the underlying theme ‘Idea: Khushiyon Ka Rangmanch’.
CenturyPly is not just into 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. The theme revolves around the premise that it’s these surfaces that bring people together; a stage where life’s happy moments play out.
Mr 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
Sonal Dabral – Chairman & Chief Creative Officer, DDB Mudra Group affirmed, “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
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.”
The campaign is a multimedia campaign across the mediums of TV, print, outdoor, digital and on ground. It goes on air this week.
