SINGAPORE, Oct. 8, 2012 /PRNewsiwre/ -- On 18th August 2012, a series of teaser billboards flooded India bearing the image of a giant gorilla and a simple message -- World Anger Day: August 28. It generated instant curiosity, and in less than a fortnight, the answer was revealed on Indian television.
No, it wasn't the sequel to Peter Jackson's King Kong, but rather the latest TVC from India's premiere manufacturer of plywood and designer veneers. The visual effects and animation bringing the rampaging gorilla to life, however, easily rivaled Hollywood.
The creative campaign, with its mix of world-class special effects, humor and excitement has proven to be an instant success. The video of the ad was featured on the official Facebook page of YouTube on the day of its release, and within a month, it had nearly 150K views on the video sharing website.
Abhra Banerjee, Executive Business Head of CenturyPly, had this to say about the "World Anger Day" campaign: "We wanted to create a brand campaign that reinforces our bond with our consumers and has the power to touch an emotional chord. The campaign drives home the core functional benefits of using CenturyPly in a format that appeals to our upwardly mobile consumers."
Gamification formed another part of the campaign strategy. A Facebook app developed for the campaign, entitled "Share the Anger", allowed users to share the video ad with their friends, with one lucky winner standing to win an iPhone 5, the latest and greatest smartphone from Apple. The contest, ending on November 1, 2012, generated incredible social buzz with thousands of people participating in the first week itself. Hardly a surprise, considering a brand new iPhone 5 would be a wonderful gift for oneself in the festive season.
To participate in the Share the Anger contest, please visit http://goo.gl/zB9s1. Contest closes 1st November 2012.
About Century Plyboards (I) Limited:
Century Plyboards (I) Ltd., makers of the well-known 'CenturyPly' brand of Plywood and decorative veneers, was set up in 1986 in Kolkata, a joint effort of Mr. Sajjan Bhajanka and Mr. Sanjay Agarwal. The largest seller of plywood and decorative veneers in the Indian organized plywood market, CenturyPly today is the leading brand and in its short duration of existence has created a special niche for itself in the industry.
