Bangalore: Sunny Side Up, an integrated communications agency, has rolled out a new campaign for NCL Group’s Bison Panel, the long-standing leader in the Cement Bonded Particle Board (CBPB) category. Titled ‘Bison Panel, Original hi lo ji’, the campaign aims to combat category ambiguity and reinforce the authenticity of Bison Panel in the market.
The campaign addresses confusion arising from alternative materials being misrepresented as CBPB and branded as Bison. Through its television commercial (TVC), the campaign depicts a customer confronting a dealer after receiving a misleading product, emphasizing the importance of choosing genuine CBPB boards.
Shyam Nair, Creative Director, Sunny Side Up, said, “We live in a trust deficit society, but also an increasingly assertive consumer class that demands and values authenticity. While the messaging for the campaign is simple – it revolves around the key idea of what the right choice in this category has always been.”
The TVC for ‘Bison Panel, Original hi lo ji’ is produced by Twenty Seventh Films and directed by Amit Satyaveer Singh.
Commenting on the brand’s positioning, Ravi Pingali of NCL Industries Limited said, “Bison Panel has maintained a standard of reliability and quality for over four decades. This campaign reinforces our leadership position and our commitment to enabling customers to make informed choices within the category. ‘Original hi lo ji’ formalises our long-standing brand promise.”
The integrated campaign is now live across television, digital platforms, outdoor (OOH), and retail touchpoints, aiming to strengthen Bison Panel’s market leadership and authenticity among consumers and trade partners alike.
