Sunny Side Up, an integrated communications and marketing agency, has introduced a new campaign for NCL Group’s Bison Panel – a pioneer and established leader in the Cement Bonded Particle Board (CBPB) space. The campaign, titled “Bison Panel, Original Hi Lo Ji,” focuses on clearing market confusion and strengthening the brand’s authenticity among consumers and trade partners.
Over the years, several alternative materials have been misrepresented and sold under the “Bison” category, creating ambiguity in the market. The newly launched television commercial captures this challenge through a relatable narrative – a consumer confronts a dealer for pushing misleading products, reinforcing the message that only one product stands as the original: Bison Panel.
Speaking about the creative direction, Shyam Nair, Creative Director at Sunny Side Up, highlighted that the campaign reflects today’s evolved consumer mindset – one that values credibility, transparency, and informed decision-making. He added that while the messaging is simple, it intentionally leans on clarity and consumer confidence.
The TVC has been produced by Twenty Seventh Films and directed by Amit Satyaveer Singh, providing a sharp, impactful, and realistic tone.
Sharing the brand perspective, Ravi Pingali of NCL Industries Limited stated that Bison Panel has upheld consistent quality and reliability for over 40 years. The campaign formalises this commitment and reinforces the brand promise tied to its legacy.
The campaign is now live across television, digital media, outdoor advertising, and retail touchpoints, further reinforcing Bison Panel’s leadership in the category.
