Khusiyon ka Rangmanch as the brand calls the campaign is an idea that is a take on life, from the point-of-view of the furniture. If all inanimate objects had a life of their own, and could see the world around them, then they would see themselves at the centre of a family life. Then furniture could see the joys, the bonding, the celebration, the success, the romance, the love, the gossip and many other emotions that a family goes through in the course of their life together. Furniture is a mute spectator today, but if it had emotions, it would believe that the family comes together around the various pieces of furniture which make a home.

Nana Patekar who acts like a narrator in the campaign, embodies the conscience of the furniture that provides a platform for emotions to play out. This campaign is a tribute to furniture, hence Century Ply, and the centre stage role it plays in bringing and keeping families together.

According the brand it was time for it to move away from product driven communication which is typical of the product category that it is in, and instead take an emotional route.