Ad Campaigns
CenturyPly launches new ‘Sab Sahe Mast Rahe’ campaign
MUMBAI: CenturyPly, one of the front-runners in the wood panel industry, has launched their latest communication campaign across all leading television channels, theatres, and relevant digital platforms to ensure trust in consumers.
CenturyPly, which enjoys a premium reputation and trust among its existing and prospective customers, has designed the communication campaign to reinforce the brand commitment to core equity of strength, quality and aesthetic, in its entire range of household products like ply, laminate, veneer and doors.
The campaign depicts the everyday life of Indian households focusing on a quintessential family with anger management issues who subjects their furniture to extreme stress but those continue to withstand these antics with characteristic elan and continue to be the cynosure of all eyes. Viewers will identify with the family, the intentional as well as unintentional stress that furniture are subject to inside home and that they remain tension and worry free if they have chosen Centuryply for their furniture.
The video highlights the brand ethics and highly durable products when the furbished room remains undamaged even after those unintentional tortures on the furniture. The brand film showcases how the brand resonates with the attributes popularly associated with, promising trust, stability, efficiency and loyalty towards its consumers with a note of laughter – a brand which proudly claims ‘Sab Sahe Mast Rahe’.
The film has been directed by renowned director Prasoon Pandey whose master touch is well captured in the hilarious take on the family situations.
CenturyPly has partnered with highly popular regional shows, regional and national business news channels during prime time to deliver the impact, reach and frequency in its targeted segment. The campaign will also be promoted across leading multiplexes and will be highly visible in relevant online platforms.
Regarding the campaign, CenturyPly executive director Keshav Bhajanka said, “CenturyPly, always being a brand of consumer’s trust, has come up with this new TVC which depicts our core message, ‘Sab Sahe Mast Rahe’. Showcasing the chaotic and distressing scenario of everyday household, the narrative of our new brand film reaffirms CenturyPly’s credentials as a leader in the industry, which seamlessly integrates trust and sustainability into customers’ lives. In a world full of uncertainty, CenturyPly will always continue to assure their customers with the best interior service, delivering the intrinsic value of strength, durability and wide range of aesthetic designs. We aim to elevate the trust in our consumers as Centuryply products keeps its promise with waterproof, scratchproof, fire-resistant, bacteria proof products – assuring a completely worry-free experience for customers.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
