CenturyPly has launched ‘Total Cover’, a warranty for its Club Prime and Architect Ply products covering the cost of furniture linked to a confirmed plywood defect for up to 10 years. Built around the line “Poore Furniture Ka Full Cost Wapas”, the campaign features Aamir Khan and reframes the proposition around the cost of rebuilding furniture, rather than simply replacing plywood.
Conceptualised by VML, produced by Earth Sky Productions and directed by Nitesh Tiwari, the TVC promotes a warranty that covers plywood, laminates, adhesives, labour and transportation costs tied to rebuilding affected furniture. The move follows nearly two-and-a-half years of consumer research, service case analysis and stakeholder interviews conducted with research agency Centre of Gravity, which found homeowners were more concerned about the cost and disruption of rebuilding furniture, along with uncertainty around the claims process, than about the plywood itself. CenturyPly said defects account for just 0.06% of cases and has digitised the warranty journey, enabling online registration, digital certificates and photo-based claims, with most eligible cases resolved within seven days.
Nikita Bansal, Executive Director, CenturyPly, said the insight that customers fear furniture replacement, not plywood replacement, shaped Total Cover, adding that the campaign was designed to first build belief before revealing the proposition to counter scepticism.
Aamir Khan anchors the national campaign, using humour and conversational storytelling to address consumer doubts, across television, digital, OTT, print, radio, search and social media.
