Indiantelevision.com Team

(5 June 2009 9:05 pm)

MUMBAI: The plywood maker Century Plyboards has joined ‘Jai Ho’ (You Are My Destiny) music video featuring AR Rehman and Nicole Scherzinger of The Pussy Cat Doll album for a 30 second co-branded television commercial (TVC) campaign.

Ideated and conceptualised by P9 Integrated, the new campaign will hit the airwaves on all major television and sports channels from 7 June and will also be showcased during the T20 World Cup tournament.

Century Plyboards claims that this association is a unique way of spreading brand awareness of the product as the song directly appeals and reaches out to the common mass and potential customers.

Century Plyboard joint MD Sanjay Agarwal said, “It has touched billions of hearts across the nation and worldwide and this venture from Century Ply will open new scopes in marketing in the plywood industry, such an association will help the brand get better returns and also enhance its brand recall & image.”

The TVC has the music video footage integrated with the relevant footage from the brand commercial with the brand logo and verbal mention, hence drawing a connect between the two.

P9 Integrated head – branding Pritie Jadhav added, “The song Jai Ho is a megahit and is on the minds of each and every one of us and that’s why it really makes sense to tie - up with it as by doing this the brand will be able to talk directly to their TG. And with no major Bollywood film being released in past few weeks because of the multiplex and producer tussle, we had to suggest and look at different avenues for brand association.”