Everest Ply

Everest Ply - Agni Rodhak Campaign

Agency: Monkey Wrench Communications

Agni Rodhak - Candle

Agni Rodhak - Matchstick

Agni Rodhak - Lighter


In 2021, India faced a staggering 1.6 million fire incidents, resulting in the tragic loss of 27,027 lives. The alarming statistics, though, failed to spark proactive fire safety measures, especially in households, where awareness is often limited to parental warnings. The real concern arises when fires escalate beyond control.

Enter Agni Rodhak Ply by Everest Ply – the solution to fire safety worries. Equipping structures with this innovative plywood ensures a calm and collected response, eliminating the need for panicked reactions during fire emergencies.

To drive home this message, our creative approach focuses on extinguishing the flames of apathy. The visuals depict a candle, matchstick, and lighter, all doused against the backdrop of Everest Ply. The communication subtly shifts from the expected 'Agni Rodhak' label to a more reassuring 'Keep Calm.' This not only promotes the inherent fire safety mechanism in Agni Rodhak Ply but also encourages a mindful and composed approach to fire prevention. With Everest Ply, tranquility prevails even in the face of potential fires, transforming the narrative from reactive fear to proactive peace of mind.

This professional campaign titled 'Everest Ply - Agni Rodhak Campaign' was published in India in January, 2024. It was created for the brand: Everest Ply, by ad agency: Monkey Wrench Communications. This Digital and Print media campaign is related to the Household Products and Industrial, Agriculture industries and contains 3 media assets. It was submitted 3 months ago.


Agency: Monkey Wrench Communications Pvt. Ltd.
Creative Director: Tamal Talukdar
Creative Supervisor-Art: Koushik Jana
Art: Director: Koushik Jana
Copywriter: Tamal Talukdar
Client Servicing - Head: Kusumanjan Banerjee
Client Servicing: Priyabrata Maity



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