CenturyPly has launched its ‘Total Cover’ warranty campaign featuring actor Aamir Khan, offering up to 10 years of coverage for furniture rebuilding costs arising from confirmed plywood defects in its Club Prime and Architect Ply products.
Conceptualised by VML and produced by Earth Sky Productions, the campaign is directed by filmmaker Nitesh Tiwari. Built around the tagline ‘Poore Furniture Ka Full Cost Wapas’, the campaign focuses on the cost of rebuilding furniture rather than simply replacing defective plywood.
Unlike conventional plywood warranties, Total Cover includes the cost of plywood, laminates, adhesives, labour and transportation required to rebuild affected furniture, subject to the warranty's terms and conditions.
The initiative follows two-and-a-half years of consumer research, service case analysis and stakeholder interviews conducted by CenturyPly with research agency Centre of Gravity. The company found that homeowners were more concerned about the expense and disruption of rebuilding furniture than replacing plywood alone. The research also identified uncertainty around warranty claims, including documentation requirements, contact points and resolution timelines.
According to CenturyPly, plywood defects account for around 0.06% of cases. The company has digitised the warranty process, enabling customers to register purchases, receive digital warranty certificates and initiate claims online by uploading photographs. It said most eligible cases are attended to within seven days.
Commenting on the launch, Nikita Bansal, executive director at CenturyPly, said the warranty was developed in response to consumer concerns about furniture replacement costs. She added that the campaign aims to address scepticism around warranty promises by explaining the coverage clearly.
The national campaign features Khan in a television commercial set in a home, using humour and conversational storytelling to explain the warranty proposition.
The integrated campaign will run across television, digital platforms, OTT, print, radio, search and social media. Planned placements include Amazon Prime Video, YouTube, Meta, Moneycontrol and Google.
