Sunny Side Up champions authenticity in new Bison Panel ad

BANGALORE: Sunny Side Up has rolled out a new campaign for NCL Group’s Bison Panel, aiming to reaffirm the brand’s position as the original in the cement bonded particle board category. Built around the cheeky call of “Original hi lo ji”, the campaign nudges customers and trade partners to choose the genuine board rather than lookalike alternatives.

The idea springs from growing marketplace confusion, where other materials are often pitched as CBPB and casually labelled “Bison”. The agency’s response is a clarity-first strategy that spotlights Bison Panel’s category-defining legacy. Its television commercial captures a customer confronting a dealer after receiving a misleading product, using the scene to underscore the value of selecting the authentic board.

Sunny Side Up creative director Shyam Nair, said the team wanted to tap into a familiar consumer sentiment. “We live in a trust deficit society, but also an increasingly assertive consumer class that demands and values authenticity. The campaign keeps the message simple and reminds people what the right choice in this category has always been.”

The film, titled “Bison Panel, Original hi lo ji”, has been produced by Twenty Seventh Films and directed by Amit Satyaveer Singh.

NCL Industries Limited’s Ravi Pingali, said the campaign builds on the brand’s long standing reputation. “Bison Panel has maintained a standard of reliability and quality for over four decades. This campaign reinforces our leadership position and our commitment to helping customers make informed choices. ‘Original hi lo ji’ formalises our long-standing brand promise.”

The integrated campaign is now live across television, digital platforms, outdoor placements and retail touchpoints. Bison Panel’s latest push leans into clarity, confidence and category pride, inviting customers to trust the name that built the space and still sets its standards.