CenturyPly has unveiled a new integrated campaign for Century HDF Premium Plus, titled ‘Hara Board Ka Asli Boss’, featuring cricketer Rahul Dravid and actor Saurabh Shukla.
The campaign harnesses Rahul Dravid's enduring image as ‘Mr. Dependable’ to build trust for the product and the brand. It is built on the consumer insight that while making long-term investments for their homes, consumers seek trusted quality over tall claims.
In the campaign film, Shukla plays the role of the discerning consumer, challenging every claim with healthy scepticism. Opposite him stands Dravid, a personality whose reputation has been built over decades on consistency, reliability and earned trust. In this setting, every question is answered with performance, and every doubt is resolved through demonstration.
Commenting on the campaign, Keshav Bhajanka, Executive Director, Century Plyboards (India) Ltd. said, “Today's consumers don't make decisions based on claims alone. They seek brands they can trust, especially when investing in their homes. With 'Hara Board Ka Asli Boss', we wanted to shift the conversation from simply saying we're dependable to demonstrating why we are. Rahul Dravid's enduring image as 'Mr. Dependable' perfectly embodies the values that define Century HDF Premium Plus. Combined with humour and relatable storytelling, the campaign enables us to communicate our product's technical excellence in a way that is engaging, memorable and, above all, credible. At CenturyPly, we believe trust isn't built through advertising alone. It is earned through consistent performance. That belief lies at the heart of this campaign."
Conceptualised by VML, produced by WPP Productions and directed by Rajesh Saathi, the campaign will roll out across ATL and BTL initiatives, television, digital and social media platforms as part of an integrated national communication approach. It will be released in Hindi, English, Bengali, Tamil, Telugu, Kannada, Malayalam, Marathi and Odia, ensuring strong regional relevance.
