IBNS-CMEDIA: Plywood maker Austin Plywood unveiled a new brand campaign starring Bollywood actor Tiger Shroff in Kolkata, ahead of Diwali, at an event that also looked at how Indian homeowners’ design tastes are changing.
The ad shows Shroff riding a yellow scooter through narrow lanes with a sheet of plywood that hits several obstacles but survives without a scratch.
The company said the film is meant to show the product’s strength and to connect with a younger audience.
The event was attended by Chairman Surendra Kumar Agarwal, Managing Director Pradeep Kumar Agarwal and Director Nishant Agarwal.
Interior designer Ridhi Khosla Jalan, founder of RKJ Design Studio and RKJ Design School, also attended.
The company felicitated architects, workers and employees at the event.
Shroff, who was not present, sent a video message to the company’s staff and guests.
Why the company chose a film star
Nishant Agarwal said the aim was to build “a stronger and more contemporary connection” between the brand and today’s audience.
He said the interior design ecosystem is changing quickly, with designers, dealers, manufacturers and contractors all playing important roles.
Chairman Surendra Kumar Agarwal said the company’s journey began as a vision in 2008.
‘Indian Modern’ trend
A panel discussion between Nishant Agarwal and Jalan, moderated by host Ushoshi Sengupta, covered changing consumer preferences, material choices and the role of plywood in interiors.
Jalan told IBNS that Indian homeowners are moving from Western-influenced design to an Indo-Western look.
“There’s a term; it’s called Indian Modern,” she said.
She said the trend started more in South India, which held on to its roots more strongly, while North India was more influenced by Europe.
Social media has spread the trend further, she said.
