Sunny Side Up’s New Campaign for Bison Panel Reinforces Focus on Authenticity

Sunny Side Up, an integrated communications agency, has launched a new campaign for NCL Group’s Bison Panel, the long-established leader in the Cement Bonded Particle Board (CBPB) category. The campaign is built around the message “Original hi lo ji,” encouraging customers and trade partners to choose the authentic CBPB board in a market where alternatives are often misrepresented as Bison Panel.  To address this, Sunny Side Up focuses on reinforcing Bison Panel’s identity as the original CBPB product in India.

The television commercial (TVC) illustrates the issue through a direct scenario: a customer confronts a dealer after being given a misleading product. The interaction highlights the need for clarity and reinforces the importance of choosing genuine CBPB boards.Shyam Nair, Creative Director at Sunny Side Up, said the objective was to bring attention back to product authenticity. “We live in a trust-deficit society, but also an increasingly assertive consumer class that demands and values authenticity. 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, titled “Bison Panel, Original hi lo ji,” has been produced by Twenty Seventh Films and directed by Amit Satyaveer Singh.

Ravi Pingali of NCL Industries Limited said the campaign strengthens the brand’s long-standing position. “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.”

Sunny Side Up is a communications agency offering brand strategy, advertising, and integrated creative solutions. The integrated campaign is live across television, digital platforms, outdoor (OOH), and retail touchpoints.