It is weird how we are attached to the furniture in our homes. These pieces of wooden beauties not only add to the aesthetics of our personal space, but also serve as a constant companion through many of life’s ups and downs. I remember how meal times were never the same when we gave away our dining table set, while I was still a student.
Drawing insights from the relationship families share with their furniture, plywood makers, Centuryply went for a complete rebranding in the middle of this year. Taking away the focus from product durability, Centuryply had launched a fresh communication campaign called ‘Khushiyon ka Rangmanch’ with the loveable actor, Nana Patekar. The campaign revolved around ‘surfaces’ which are witness to everyday moments of joy and happiness; it highlighted families and the larger role played by the furniture in keeping them together with Nana playing the role of ‘conscience’ in the set of television commercials.
The campaign has now been extended with the launch of the ‘Felfie’ campaign. As the name suggests, the term ‘felfie’ is derived from selfie and refers to a photograph one takes with their furniture. Reigning in on the official popularity of ‘selfies’ ever since it was declared ‘Word of the year’ by Oxford Dictionaries in 2013, we have seen many brands indulge in selfie campaigns. This one is no different, but with an amusing touch.
The campaign has created a microsite that features all the felfies, and most of all, is in line with its objective – giving our favourite piece of furniture their due. You need to share a felfie with your favourite furniture!
To participate, one has to upload their felfie onto the site, along with their name, email id, mobile number and location. The microsite also displays all the social media buzz by pulling in tweets made with #CenturyPlyFelfie. The plywood brand’s Facebook and Twitter pages are actively promoting the contest which is on till the 8th of October. The most viewed felfies enter the ‘Hlal of fame’. Moreover, participation has been incentivized with popular felfies winning tablets, smartphones, digital photo frames and more prizes.
— CenturyPlyIndia (@CenturyPlyIndia) October 3, 2014
The campaign also integrated an on-ground activation where a #CenturyPlyFelfie Zone was created at Simpark Mall in Kolkata. The event that saw Tollywood star Payal Sarkar had many visitors getting their felfies clicked at the zone. The contest has officially entered the India Book of Records by becoming the highest on ground event in the country, as claimed in the microsite.
Khushiyon ka digital Rangmanch!
The concept of selfies has been exploited by a brand yet again but the CenturyPlyFelfie campaign is in line with its new communication mantra – Khushiyon ka Rangmanch. What better way to pay tribute to your home furniture than celebrating with felfies or selfies with your favourite piece of furniture!
Well timed around the festive season and the long weekend marked by three public holidays, the campaign adds impetus to its positioning around furniture playing a vital role in the joyous moments of our lives. Also, Durga Puja festival is the best time to engage with the people of Kolkata and be a part of the festivities. By these associations, Centuryply hopes to establish that it indeed is the Khushiyon ka Rangmanch when it comes to our family life.
The campaign could leverage emotional connect by asking Centuryply owners to share their furniture stories, as it did earlier during the launch with favourite furniture. The best stories could be featured and rewarded to build brand affinity for the long term. Else, selfie campaigns come and go and usually have a shorter recall shelf life. What do you think?