Century Ply
is the largest seller of multi-use plywood and
decorative veneers in India.
Recently after 4 years it has come up with its angry Gorilla TVC which was
released on aug 28th which happens to be world anger day where you
can let out all your anger and feel relaxed. The idea of releasing the ad on
that day is interesting as the concept is apt for the day! It even fits the tag
line “Sab Sahe Mast rahe” which indicates the strength and durability
irrespective of the load / out burst on
it . The ad was designed by Bates group of Kolkata.
The ad opens with a huge gorilla which pounces on him after scaring the kid
eating chips. The gorilla throws the car in rage then tries breaking the front
wooden door but fails. It finally enters the house via roof and scares a middle aged man (35-40)who is seated on table. The table remains intact while many other surrounding
things are smashed and destroyed. The man runs and hides in a cupboard. The
gorilla chases him and tries to break the cupboard which again doesn't flinch.
In a mirror reflection they show the man’s wife who is extremely angry at him
as he forgot their wedding anniversary. She gives a warning “better not to
forget next time.”
Again in the
end they are seated at the dining table where the man asks “So how many years
has it been” and wife turns to an angry king Kong again which by the end bangs the table
with its fist where century ply cards are displayed finally revealing what
it all meant. Read below for a detailed insight in to all the elements of the
ad.
Humor and striking the emotional
cord : The ad is undoubtedly humorous which makes the
customers wait curiously so that they can see what is it all about ? They will
feel delighted to see in the end that its century ply so the doors and table
were all intact. It even strikes the emotional cord as the ad shows the anger
emotion of the wife who doesn't spare a husband who forgets their anniversary.
It is 100% humorous and interestingly executed which makes audiences smile
throughout as they keep guessing and finally crack the puzzle of what it is
about. In a way it connects the customers who would love watching the ad.
Displaying the
strength and durability : The campaign succeeds in displaying the core functions and
benefits of century ply – Strength and
durability . The wife aka angry gorilla cannot enter in to the house using
front door in spite of all the strength she uses to break down and so has to
take an alternate route. Similarly even if all other things are getting damaged
the wooden table, doors remain firm so it successfully shows that the century
ply products are strong. However durability could have been shown little more
creatively, like the ad could have ended like this.
Husband and
wife seated on dining table after 10 years with some grey hair on their heads
and husband hesitates and then asks “So how many years has it been” turning the wife
again to a gorilla who bangs the table but table shows the same strength it
showed 10 years back. In this way humor quotient would also have increased and we
can say that century ply products are durable for ages.
Few
missed initiatives : Century ply claims that their products are 100 per cent borer and
termite-proof. The focus should also
have been on value-addition and product innovation along with main features,
such as veneers, laminates and also Eco-friendly and non-carcinogenic products.
Century ply could have stand apart and gained more brownies than green ply or
age old kit ply by implementing the anti termite feature in the ad keeping the humor intact. This actually is told in voice over but gets unnoticed due to
the growling gorilla. Also Century ply claims their decorative veneers are
boiling water resistant hence even this element could have been show cased
where the wife throws boiling water but the product stays put!
The content
and the intent of the ad is great but the above implementation would have added
icing on cake and made it an aspirational product!
It is
Century Ply’s 26th year and all their products have satisfied
customers so far. Their ads and initiatives along with their
association with some meaningful cinema like Aarakshan and also My name is khan
where Rizwan Khan’s spirit resembles Century ply
and propagating noble
causes like right to education they clearly showed they are different and creative
and their contemporary life style
statements connect to modern living.
Also they
have connected with their users / fans
via facebook with an interesting contest where you can win an
Iphone 5 by sharing the anger at "Share the Anger contest".
I shared my anger so when will you let go yours;-) ? My tag line to win a cool I phone 5 - SAB SAHO SHARE KARO MAST RAHO!
I shared my anger so when will you let go yours;-) ? My tag line to win a cool I phone 5 - SAB SAHO SHARE KARO MAST RAHO!
Credits:
Client: Centuryply
Creative agency: Bates Kolkata
Executive creative director: Arjun Mukherjee,
Souvik Misra
Group business director: Soumya Chowdhury
Group brand manager: Sreeparna Gupta
Creative team: Arjun Mukherjee, Diptanshu Roy,
Anurag Acharya, Kamalika Baral
Production house: Lemon Yellow Sun Films
Director: Vinod P Vijay
Animation: No Label, Poland
Media agency: Mindshare
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