CenturyPly, a leading brand in the plywood industry, is embarking on an innovative collaborative marketing campaign. Teaming up with the creators of the popular OTT series Scam 1992, CenturyPly introduces a new advertisement film that encourages consumers to “invest” in its flagship product, Club Prime, which has been a trusted industry leader for decades.
Drawing inspiration from the financial world, the campaign enlists the talents of Pratik Gandhi, who portrayed the iconic character Harshad Mehta in Scam 1992, to reprise his role. But the collaboration doesn’t stop there.
CenturyPly, together with its advertising agency Wunderman Thompson, goes all out by bringing on board the acclaimed director of Scam 1992, Hansal Mehta, and acquiring the rights to the iconic Scam 1992 title track.
Produced by Small Fry, the film titled ‘The Best Investment’ revolves around the protagonist, played by Pratik Gandhi, sharing a valuable investment tip for free. He cleverly incorporates investment terminology to highlight the exceptional features of Club Prime before concluding with a rhetorical question, “If there’s a better investment than this, do let me know!”
Consumers often find themselves perplexed by the multitude of plywood options available in the market, unsure of which one to choose. Club Prime, packed with a range of features such as water resistance, resistance to borers and termites, fire retardancy, duplicate-proof certification, precise calibration, compliance with E0 emission standards, prompt customer service within 48 hours, and a 30-year warranty, truly stands out as the top choice.
Through the film, Pratik Gandhi urges consumers to place their trust in CenturyPly’s Club Prime and enjoy complete peace of mind.
A comprehensive 360-degree integrated marketing campaign is being planned to promote the concept of “investment.” Television will serve as the primary medium, complemented by print advertisements, OOH ads, point-of-sale displays, and digital marketing.
This campaign holds the potential to resonate with affluent end users, who are the target audience for Club Prime. Given the post-pandemic scenario in India where trading has gained popularity, the term “investment” will strike a chord with the affluent class, which is actively participating in the stock market.
Commenting on the campaign, Keshav Bhajanka, executive director, CenturyPly, said, “It’s very easy to get conned when buying plywood. A customer has a hard time, having to weigh the pros & cons of various brands of plywood in order to arrive at the right choice. CenturyPly has always kept the customer front & centre in everything that it does. In line with its corporate philosophy, this new advertisement for Club Prime is intended to give peace of mind to customers, helping them make the best ‘investment’.”
Commenting on the campaign, Nikita Bansal, executive director, CenturyPly, said, “We have tried to ride on the new age practice of symbiotic collaborative marketing. Both CenturyPly and Scam 1992 are household names and will benefit from each other’s equity. By helping consumers recall the hit OTT series, the ad will immediately connect with them, driving home the point that Club Prime, with its host of unrivalled features, is the smartest ‘investment’ they could possibly make.”
Speaking on the film, Arjun Mukherjee, VP & senior ECD, Wunderman Thompson, Kolkata, said, ‘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? Who better to enact that role than Pratik Gandhi? When one brings together all in a commercial, along with the iconic music, one can hope it’s going to be a memorable watch.”