MAM
Centuryply unveils “Sab Sahe Mast Rahe” campaign
MUMBAI: Centuryply has unveiled its new advertising campaign to communicate a new interpretation to the brand tag line ‘Sab Sahe Mast Rahe‘.
Bates Kolkata has ideated and conceptualised the campaign.
The campaign is based on a basic human insight that when people get angry, they lose control over themselves and unleash their anger on objects around. Mostly, it‘s doors, windows, wardrobes, tables and other pieces of wooden furniture that bear the brunt. It takes all the battering in its‘ stride and gives peace and tranquility in return. Hence, it is titled ‘Sab Sahe Mast Rahe‘.
It aims at redefining the brand image and increasing consumer involvement with the plywood category through Bates‘s proprietary ‘Changengage‘ tool. The campaign is targeted at upwardly mobile urban male in the age group of 35-45 years who is a homeowner and digital savvy, the company said.
Bates ECD Arjun Mukherjee said, “The pressure was on, tension ran high and everyone was looking for that killer idea. And then it happened. Anger got the better of the team and turned them into growling monsters. It was total mayhem! Everyone started taking it out on the tables, chairs, doors, windows and other furniture. Many kicks and punches later an idea was born!! A basic human emotion was used to demonstrate the immense strength of Centuryply. Finally the dust settled, the anger evaporated quickly and we had our campaign.”
The campaign is airing on News, GEC, infotainment and some select sports channels in the primetime slot. Besides TV, Centuryply has drawn a multi-media campaign plan to reach its TG by using media vehicles like OOH, Radio, Multiplex and Digital platforms.
The campaign will go on till March 2013. To ensure consumer engagement, BTL activities like multiplex, mall and trade activations have been planned.
The TVC has been shot in Poland by Vinod P Vijay of Lemon Yellow Sun Films.
The spot starts with a little boy munching chips. He sees an SUV crashing behind him and looks up to find a monstrous Gorilla growling angrily at him. The Gorilla then charges with full steam and kicks the door of the house without being able to make any impact. Dumbfounded, the Gorilla makes way for the roof of the house, breaks in and crashes on the dining table. Just like the door, the table too is unaffected. We now see the man of the house, scared out of his wits, escaping into the cupboard, followed by the angry Gorilla. The Gorilla hits the cupboard with all its might but in vain. Finally comes the moment of truth and through a reflection in the mirror we discover that it‘s actually the wife who was banging the cupboard door. She was angry on her husband who had forgotten their anniversary. Threatening him with dire consequences should he forget it ever again, they sit down over dinner to celebrate. Nemesis strikes our man yet again as he asks, “So how many years has it been?” The gorilla is back, madly thumping against the wooden dining table.
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
