CenturyPly has launched its latest integrated campaign, ‘Hara Board Ka Asli Boss’, for Century HDF Premium Plus, featuring cricket legend Rahul Dravid and actor Saurabh Shukla. The pan-India campaign aims to strengthen consumer preference for the premium HDF board category by shifting the narrative from advertising claims to demonstrated product performance.
The campaign forms part of CenturyPly’s broader push to grow the premium HDF segment by positioning dependability as the key purchase driver, as homeowners investing in interiors increasingly prioritise proven quality over promotional messaging.
In the film, Saurabh Shukla plays a skeptical customer questioning every claim, mirroring today’s informed buyer, while Dravid – known widely as “Mr. Dependable” – responds not with promises but through product demonstrations. CenturyPly said the campaign uses Dravid’s reputation for reliability as a metaphor for the product itself, pairing his composed confidence with Shukla’s wit to make technical attributes engaging and memorable.
Keshav Bhajanka, executive director, Century Plyboards (India) Ltd., said today’s consumers look beyond claims and want brands they can trust, especially for home investments. He said the campaign was built to show, not just say, why the brand is dependable, with Dravid’s image aligning naturally with that positioning, and that Century HDF Premium Plus’s technical strengths could be conveyed in a way that is both credible and entertaining.
Century HDF Premium Plus is built using German Gen-9 Prod-IQ and Bonding Technology, offering water, termite and fungal resistance along with a 20-year warranty.
Conceptualised by VML and produced by WPP Productions, the campaign will roll out nationally across TV, digital and social media in nine languages.
