MAM
Sunny Side Up champions authenticity in new Bison Panel ad
BANGALORE: Sunny Side Up has rolled out a new campaign for NCL Group’s Bison Panel, aiming to reaffirm the brand’s position as the original in the cement bonded particle board category. Built around the cheeky call of “Original hi lo ji”, the campaign nudges customers and trade partners to choose the genuine board rather than lookalike alternatives.
The idea springs from growing marketplace confusion, where other materials are often pitched as CBPB and casually labelled “Bison”. The agency’s response is a clarity-first strategy that spotlights Bison Panel’s category-defining legacy. Its television commercial captures a customer confronting a dealer after receiving a misleading product, using the scene to underscore the value of selecting the authentic board.
Sunny Side Up creative director Shyam Nair, said the team wanted to tap into a familiar consumer sentiment. “We live in a trust deficit society, but also an increasingly assertive consumer class that demands and values authenticity. The campaign keeps the message simple and reminds people what the right choice in this category has always been.”
The film, titled “Bison Panel, Original hi lo ji”, has been produced by Twenty Seventh Films and directed by Amit Satyaveer Singh.
NCL Industries Limited’s Ravi Pingali, said the campaign builds on the brand’s long standing reputation. “Bison Panel has maintained a standard of reliability and quality for over four decades. This campaign reinforces our leadership position and our commitment to helping customers make informed choices. ‘Original hi lo ji’ formalises our long-standing brand promise.”
The integrated campaign is now live across television, digital platforms, outdoor placements and retail touchpoints. Bison Panel’s latest push leans into clarity, confidence and category pride, inviting customers to trust the name that built the space and still sets its standards.
Brands
Tata Sons defers decision on chairman N Chandrasekaran’s third term
Term runs till 2027, but board differences are stalling extension talks
MUMBAI: Tata Sons has deferred a decision on whether to extend the tenure of its chairman, N Chandrasekaran, injecting fresh uncertainty into the leadership timeline of India’s largest conglomerate.
The board had last year cleared a third executive term for Chandrasekaran running until February 2027, when he turned 65. However, deliberations on any further extension were put on hold this week after differences emerged during a board meeting, CNBC-TV18 reported, citing people familiar with the matter.
The pause underscores internal strains as the group pushes through an aggressive investment cycle while grappling with uneven financial returns. The Economic Times reported that Chandrasekaran himself asked for discussions on his reappointment to be deferred after some directors raised concerns about mounting losses at several newer businesses.
Those concerns were led by Tata Trusts chairman Noel Tata, the principal shareholder of Tata Sons. Other board members countered that losses were expected in early-stage, capital-intensive ventures designed to secure the group’s long-term position.
Since taking charge in 2017, following the ouster of Cyrus Mistry, Chandrasekaran has driven a phase of expansion and consolidation. Over the past five years, the tata group has nearly doubled revenue and more than tripled net profit and market capitalisation, while committing about Rs 5.5 lakh crore to investments aimed at making the conglomerate “future fit”, according to its latest annual report.
Recent numbers, however, present a more mixed picture. Tata Sons reported a 24 per cent rise in revenue to Rs 5.92 lakh crore in fiscal 2025, while net profit fell 17 per cent to Rs 28,898 crore.
In its annual report, the company said the year opened with expectations of macroeconomic stability and easing inflation. That optimism faded as uncertainty over global trade policy intensified, complicating the operating environment.
For now, the question of leadership continuity at the apex of the Tata Group remains unresolved and closely watched by investors assessing the cost and conviction behind the conglomerate’s long-term bets.
