Bangalore, November 28, 2025 – Sunny Side Up, an integrated communications agency, has announced the launch of a new campaign for NCL Group’s Bison Panel, the long-established leader in the Cement Bonded Particle Board (CBPB) category. The campaign utilises the message ‘Original hi lo ji’ to encourage customers and trade partners to select the authentic CBPB board.
The campaign addresses market ambiguity where alternative materials are presented as CBPB and referred to as Bison. The strategy focuses on reinforcing Bison Panel’s original category status. The television commercial (TVC) depicts a customer confronting a dealer after receiving a misleading product, using the scenario to highlight the importance of selecting 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 of the campaign ‘Bison Panel, Original hi lo ji’ is produced by Twenty Seventh Films and directed by Amit Satyaveer Singh.
Mr. Ravi Pingali of NCL Industries Limited commented on the brand’s positioning, “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.”
