CenturyPly asks 'Harshad Mehta' for a peace of mind advice

CenturyPly, a plywood company, has launched a marketing campaign. CenturyPly, in collaboration with the Scam 1992 OTT team, introduces a brand-new ad film urging end customers to 'invest' in its main offering, the decades-old industry leader Club Prime. 

Nobody knows investments like the Big Bull himself, Harshad Mehta. Pratik Gandhi, who brought Harshad Mehta to life for today's audience in the OTT series Scam 1992, was tapped to reprise his role. Getting Pratik on board was only half of the battle. CenturyPly and its advertising agency, Wunderman Thompson, decided to go all in, hiring Hansal Mehta, the incredibly skilled director of Scam 1992, and obtaining the rights to the classic Scam 1992 title tune. 

The film 'The Best Investment,' produced by Small Fry, is about an investment tip given out for free by the protagonist, Pratik Gandhi. He talks about the different features of Club Prime in investing speak before concluding with a rhetorical query, "Ab isse better investment hai toh batao!!" ["If there's a better investment, please let me know!!"]  

"Consumers are easily confused by the market's wide range of plywood options." They are perplexed and unsure which ply to get. Club Prime is the best plywood to invest in since it is packed with qualities such as boiling watertight, borer & termite proof, fire retardant, duplicate proof, calibrated, E0 emission compliant, customer service in 48 hours, and a 30-year warranty. "In the film, Pratik Gandhi encourages consumers to put their trust in Club Prime from CenturyPly and enjoy complete peace of mind," according to a press announcement.

A 360-degree integrated marketing strategy is being prepared to drive the 'investment' theme home. Print, OOH, POS, and digital will support TV as the primary media. The campaign has the ability to resonate with the well-heeled end users who comprise Club Prime's target audience. With post-pandemic India having opened up to trading, the term 'investment' will resonate with the wealthier classes, who are investing heavily in the stock market.

Keshav Bhajanka, Executive Director of CenturyPly, commented on the initiative, saying, "It's very easy to get conned when buying plywood." A consumer has a difficult time weighing the advantages and negatives of numerous brands of plywood in order to make the best decision. CenturyPly has always put the customer first in everything it does. In keeping with its corporate philosophy, this new Club Prime commercial is meant to provide clients with peace of mind, assisting them in making the optimal 'investment'."

Nikita Bansal, Executive Director of CenturyPly, commented on the campaign, saying, "We have tried to ride on the new age practice of symbiotic collaborative marketing." CenturyPly and Scam 1992 are both well-known brands that will benefit from one other's success. The commercial will immediately connect with customers by helping them recall the blockbuster OTT series, bringing home the argument that Club Prime, with its range of unrivaled features, is the smartest 'investment' they could ever make."

'Who better to speak about investment in India than the Big Bull himself?' stated Arjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata, of the film. Hansal Mehta is the perfect person to recreate Harshad Mehta's images. Pratik Gandhi is the ideal person to play the position. When all of this is combined in a commercial, along with the renowned soundtrack, one may hope for a memorable watch."