Century Ply takes the OOH route in Kolkata
By Nabamita Chatterjee - June 23, 2014
The campaign communicates the benefits of three offerings -- Century Ply, Century Laminates and Century Veneers
Century Ply recently launched its TVC'Khushiyon Ka Rangmanch' and then followed it up with an OOH campaign in Kolkata. As per the brand, the philosophy behind the campaign is to integrate the benefits of three offerings of the company -- Century Ply, Century Laminates and Century Veneers -- in the product portfolio and translate them into one key benefit that highlights the aesthetic value powered by the functionality of the plywood brand. It has moved away from product/attribute driven communication and takes the emotional route.
Kolkata being the headquarters of the brand, the company has tactically used OOH as a complementary media for the TVC. The campaign has been rolled in the outdoor using various media mix like hoarding, gantries, etc., covering mostly all the premium transit locations within the city and its suburbs.
Commenting on the campaign, Amit Gope, Head Marketing, Century Ply, said, "We decided we will address our audience directly through an emotional route. As we went through an internal research we came to a conclusion that the company creates'surfaces' through various products which are part of our everyday life and joyful moments. 'Khushiyon Ka Rangmanch' tagline is about this concept. We are planning to launch some transit media campaign for Century Ply within a month's time.â€