Managing Partner, East and South, Wunderman Thompson India
at
LUX Industries Ltd.
Sri Lanka
| Titel | Fashion for your furniture |
| Agentur | Wunderman Thompson South Asia |
| Kampagne | Fashion for your furniture |
| Werbende | Century Plyboards |
| Marke | CenturyLaminates |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2023 / 7 |
| Geschäftsbereich | Fabrikationen |
| Philosophie | Your home says a lot about you. With the shift from individual houses to condominiums where all apartments look the same, individuality is at stake. The only way to stand out vis-à-vis the neighbours next door is via the interiors of your flat. The right interiors create the right social impression about the owners, making their home a talking point. Tastefully done up spaces help project them as the ‘IT couple’ in their social set while letting the world know how far they have climbed up the social ladder. Hence, increasing preference for home decor elements and items that have high flaunt value. There is an ever-growing need to create distinctive pieces of furniture and spaces in one’s home which are visible status symbols. Consumers are driven by the desire to own exclusive items and own them first. Laminates play a significant role in making one’s home appear distinctly different from another’s. The parameters to evaluate laminates, however, are limited to look and feel. Consumers have no real knowledge of specific attributes and lay emphasis on colours, designs, shades, and finishes. CenturyLaminates, one of the largest brands in the furniture surface solutions category, is widely known for quality, range, innovation, and customer focus. The company has tied up with one of India’s most renowned fashion designers, Manish Malhotra, to launch a range of laminates aptly described as Fashion for your Furniture. With the introduction of a game changer in the form of Manish Malhotra, CenturyLaminates redefines design with this industry-first range of designer laminates for evolved customers. Bollywood’s most celebrated fashion designer has been deeply entrenched in the twin worlds of fashion and film for the past three decades. For the first time ever, a designer has entered the laminates category, that too of the stature of Manish Malhotra. CenturyLaminates by Manish Malhotra brings in an element of exclusivity which is coveted by high end consumers. Manish’s penchant for designs rooted in Indian culture & tradition finds expression in the contemporary, world class look of the Elegante range. He incorporates the double M monogram into the very modern Insignia range, stamping it with his unmistakable style. He experiments with all that’s chic & post-modern to create the unique and stunning Fusion range. These breathtakingly beautiful ranges of laminates will blow the minds of customers and enable their homes to make a statement about themselves. Through this partnership, CenturyLaminates effectively repositions competition which is only talking colours, designs, textures, and finishes. In order to bring alive the style quotient of these laminates, CenturyLaminates has created a couple of films, in association with its partner Wunderman Thompson. The films showcase Manish and his creations, while attempting to stoke the aspirations of upwardly mobile, brand conscious individuals. They address the overarching consumer need - “My home needs to create a buzz in my social set”. Manish Malhotra has created the collection and is also endorsing it in the films. First off the block is the film titled The Video Call. Manish Malhotra is known for the clothes he designs. Over the years, he has associated himself with related categories like cosmetics & jewellery. But till now, he had never designed for a completely unrelated category. When you hear the name, you think fashion and not laminates. Both the films play on this fact to add an element of surprise. Viewers are led to believe they will soon get to see the latest costumes designed by Manish before the big reveal which provides the twist. They realize that Manish has designed the wardrobe yet again, in a manner of speaking, but the outside, not the inside. A 360-degree integrated marketing campaign has been planned to create excitement around the launch of the collection. TV will be the lead medium, supported by cinema, print, POS and digital. |
| Medientyp | Fernsehen |
| Länge | |
| VP, Senior Executive Creative Director | Arjun Mukherjee |
| Managing Partner, East and South, Wunderman Thompson India | Vijay Jacob Parakkal |
| Senior Creative Director | Moeinuk Sengupta |
| Senior Creative Director | Diptanshu Roy |
| Creative Director | Anurag Acharya |
| SVP, Planning | Ayan Banik |
| Direktor Kundenservice | Nilanjan Sarkar |
| Schauspieler | Manish Malhotra |
| Produktionsfirma | SMALL FRY PRODUCTIONS |
| Regisseur | Shwetabh Varma |
| Musik | Anand Bajpai |
| Executive Producer | Ryan Suares |
| Produzent | Rohit Rathor |
| Produzent | Mahendra Solanki |
| Post-Produktion | Akash Suvarna |
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