The primary idea behind coming up with a commercial of this scale is to create a larger-than-life impact of the product in the consumers' minds: come what may, our hero Sainik Plywood can withstand the toughest of conditions. Hence, the story is set in a forest, where soldiers are engaged in combat across land and water, under the most trying circumstances. The Sainik Plywood box they carry bears testimony to the undaunted spirit of the soldiers, and in spite of the forces of nature and the troubles caused by men, it goes through the ordeal with the guts that only true Sainik Plywood embodies.

Century Plyboards through the TVC captures the mind space of end-consumers and also, strengthen its image among influencers (carpenters, contractors, retailers).