IIPM PUBLICATION
BRAND : Century Plywood
AGENCY : JWT
BASELINE : Century Plywood, Sab Sahe, Mast Rahe.
DESCRIPTION: In
a busy street there is a huge traffic jam due to ‘men at work’ (road diggers trying to fit underground pipes). Acting smartly, one of the workers lays the plywood plank he was carrying on the trench and comfortably crosses it. But before he has a chance to pick up the plywood and resume his work, other people passing-by conveniently begin using the makeshift path one after the other. It starts raining and finally the man gets an opportunity to pick up the plywood, only to find three kids below the plank, taking shelter from the rain!
4Ps TAKE: The message? To showcase that Century Plywood can sustain the most extreme conditions (it is the strongest and water-resistant)! And the power idea lies in the execution of this ad. For a drab product like plywood, the TVC is decidedly humorous in an understated manner. The painstaking craftsmanship is eminently visible from the exasperated expressions of the worker. Minus the usual wisecracks, the ad scores high on its silent humour. The clinching benefit to the brand is the strength of the product and how during tough times also this plywood stays intact. The will to hold on, is strength, for sure, literally!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative
For More IIPM Article, Visit Below....
IIPM : All the roads lead to home...
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IIPM Press Release :- Defenders of pride
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IIPM : Pas(ay) the Parcel!
BRAND : Century Plywood
AGENCY : JWT
BASELINE : Century Plywood, Sab Sahe, Mast Rahe.
DESCRIPTION: In
a busy street there is a huge traffic jam due to ‘men at work’ (road diggers trying to fit underground pipes). Acting smartly, one of the workers lays the plywood plank he was carrying on the trench and comfortably crosses it. But before he has a chance to pick up the plywood and resume his work, other people passing-by conveniently begin using the makeshift path one after the other. It starts raining and finally the man gets an opportunity to pick up the plywood, only to find three kids below the plank, taking shelter from the rain!4Ps TAKE: The message? To showcase that Century Plywood can sustain the most extreme conditions (it is the strongest and water-resistant)! And the power idea lies in the execution of this ad. For a drab product like plywood, the TVC is decidedly humorous in an understated manner. The painstaking craftsmanship is eminently visible from the exasperated expressions of the worker. Minus the usual wisecracks, the ad scores high on its silent humour. The clinching benefit to the brand is the strength of the product and how during tough times also this plywood stays intact. The will to hold on, is strength, for sure, literally!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative
For More IIPM Article, Visit Below....
IIPM : All the roads lead to home...
IIPM-Cooperation and Multicultural Understanding
IIPM Press Release :- Defenders of pride
IIPM Publication :- The legendary Hungarian hospitality
IIPM Press Release :- Defenders of pride
IIPM Students Life > Campus Placement
IIPM : WHAT’S SECURITISATION?
More about IIPM
IIPM : Pas(ay) the Parcel!
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