The campaign 'Bison Panel, Original hi lo ji' aims to combat category ambiguity
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.”
The integrated campaign is live across television, digital platforms, outdoor (OOH), and retail touchpoints.
Film Link:
https://www.youtube.com/watch?v=OhqKukL_PX8About Bison Panel (NCL Group)
Bison Panel is India’s original Cement Bonded Particle Board (CBPB), manufactured by NCL Industries Ltd using German-collaborated technology. Its properties include fire, weather, and termite resistance.
About Sunny Side Up
Sunny Side Up is a communications agency specializing in brand strategy, advertising, and integrated creative solutions.
For more information, reach out to tashina@sunnysideup.in
SAITED 2025 Opens With 5,000+ Participants, Graced by Odisha CM Mohan Charan Majhi And ISRO Gaganyatri Group Captain Shubhanshu Shukla
SAI International School, Bhubaneswar, a leading educational institution, hosted SAITED 2025, one of India’s largest school-based science and technology fests envisioned by Late Dr. Bijaya Kumar Sahoo, Founder of SAI International Education Group on Wednesday, November 26, 2025. The fest witnessed enthusiastic participation from over 5,000 students across government and private schools in Bhubaneswar and Cuttack.
This year’s theme, “Infinite Possibilities, Endless Realities: Science Beyond the Omniverse!”, set the tone for a day dedicated to exploration, experimentation, and innovative STEM learning. The campus came alive as young learners engaged in hands-on activities, showcased prototypes, and explored new-age scientific concepts.
The event was graced by Hon’ble Chief Minister of Odisha, Shri Mohan Charan Majhi, who formally inaugurated the fest and engaged with the student innovators. In his address, Shri Majhi said, “Events like SAITED must be encouraged across Odisha as they play a vital role in strengthening STEM learning among students. Our young learners must be inspired to think higher, dream bigger, and innovate fearlessly. The future of our state lies in the hands of these bright minds who dare to imagine beyond boundaries.” He further added, “The Odisha Government is deeply committed to empowering education through enhanced infrastructure, technology-driven learning, and initiatives that nurture scientific curiosity. We will continue to support platforms that give children the opportunity to explore, experiment, and excel.”
The occasion was further elevated by the presence of Group Captain Shubhanshu Shukla, ISRO Gaganyatri and distinguished IAF Test Pilot. The most captivating moment of SAITED 2025 was his hour-long session filled with powerful insights drawn from his journey. During his session, he offered students a rare and compelling glimpse into his space mission. He explained how the mission was executed from the meticulous pre-launch preparations to the precision required for operations in orbit. He spoke about the challenges of surviving in space, describing how astronauts manage daily routines, adapt to microgravity, and maintain physical and mental discipline while away from Earth. Adding to the excitement, he showcased exclusive videos from his mission, allowing students to witness real onboard activities, movement inside the spacecraft, and breathtaking views from space. His narration brought the experience to life, leaving the audience captivated and deeply inspired by the realities of space exploration. His engaging interaction and thoughtful responses during the Q&A inspired students to think boldly, ask future-focused questions, and immerse themselves in an atmosphere charged with curiosity, excitement, and intellectual discovery.
List of tech companies in attendance:
1.Software Technology Parks of India
M/S. Spk-Mak Pvt. Ltd.
Skill Shores Ric Solutions Pvt Ltd.
2. Startup Odisha
Medtel Healthcare Private Limited
Ambula Technologies Private Limited
Babycue Private Limited
Healu Consultancy Services Private Limited
Prime Oral Care India
3. SPARC Pvt. Ltd.
4. IG Drones
5. CSIR - Institute of Minerals And Materials Technology
6. CV Raman College of Engineering Foundation
7. Appstone Pvt. Ltd.
Speaking about the session, Group Captain Shubhanshu Shukla said, “Events like SAITED play a crucial role in nurturing a culture of science. Being here, I have found that the school has created an environment where scientific curiosity is alive, that energy came through in every conversation I had today. The creativity and confidence these students displayed are the foundations of a progressive nation. When young learners are given the opportunity to think boldly and experiment freely, they grow into the explorers and leaders of tomorrow.”
Like every year, SAITED 2025 hosted a diverse range of activities including the Tech Fair, Start-Up Park, Med Talk, Minute Matters, Eureka, Science Serenade, Science Spell Bee, Math Maze, CODEx Gaming Lab, Aeromodelling, Crime Forensics, and several other experiential learning engagements.
Several esteemed experts conducted specialised workshops. The Crime Forensics workshop was conducted by experts from the Commissionerate of Police, offering students real-world insights into forensic investigation. The session was led by Sushree Sabinaya, Scientific Officer at the District Forensic Science Laboratory, Bhubaneswar UPD, who has been actively involved in major cases including murder, dacoity, and rape. The Aeromodelling session was conducted by Shri Manas Kumar Samantaray, Chief Innovation Officer at AIC–Nalanda Institute of Technology; the CODEx workshop was facilitated by Dr. Debendra Kumar Muduli from C.V. Raman College of Engineering Foundation; and the ENERGIZE workshop was delivered by Dr. Debi Prasad Das, Jigyasa Nodal Officer, CSIR–IMMT.
About SAITED 2025, Dr. Silpi Sahoo, Chairperson, SAI International Education Group, shared, “It is an overwhelming moment to see thousands of young learners come together to celebrate science, creativity, and imagination. SAITED is more than a fest, it is a movement that inspires children to think boldly, innovate courageously, and embrace limitless possibilities. When we encourage young minds to question the ‘impossible,’ they become the creators of tomorrow’s realities. This spirit of curiosity, confidence, and compassion is what we nurture at SAI International.”
The fest ended with a grand Valedictory Ceremony, but the real magic unfolded in the evening as students came together for a joyous celebration, an energetic cultural showcase that lit up the campus, featuring a spirited performance by singer Anuj Rehan that had the crowd cheering and singing along.
With its strong focus on innovation, collaboration, and experiential learning, SAITED 2025 successfully ignited scientific curiosity and highlighted the immense potential of young learners to shape the future.
Participating School attending SAITED Talk
1. Saraswati Sishu Vidya Mandir, Patia
2. Saraswati Sishu Vidya Mandir, Nayapalli
3. Govt. High School Gandamunda
4. Govt. High School Khandagiri
5. Biju Pattanaik Higher Secondary School of Science & Education
6. Kamala Nehru Women’s Higher Secondary School, Bhubaneswar
7. Acharya Harihar Higher Secondary School, Chandrasekharpur
8. Deb Yay Nayapalli Higher Secondary School, Bhubaneswar
9. Ekamra Higher Secondary School, Bhubaneswar
10. Odisha Adarsh Vidyalaya
11. St. Xavier International School
12. DAV Chandrasekharpur
13. BJEM, Bhubaneswar
14. DAV Public School, CDA Cuttack
15. SAI International Residential School, Cuttack
16. Rajadhani Higher Secondary, Bhubaneswar
17. KIIT International
18. Mother’s Public School
During the interactive session that stood out as one of the most engaging moments of SAITED 2025, Group Captain Shubhanshu Shukla captivated students with insights drawn from his space mission, responding to their questions with clarity, humour, and depth. When a SAI Angan student asked how he manages microgravity, he shared that although it initially feels as if the body has forgotten its basic behaviour, with even simple tasks turning into amusing challenges that the mind adapts quickly, teaching astronauts to move slowly, push gently, and embrace the unforgettable feeling of floating. Addressing another student who asked how he deals with fear in space, he emphasised that fear is natural, but rigorous training becomes a stabilising anchor, allowing astronauts to remain mission-focused and purposeful even thousands of kilometres above Earth. In response to a Government School student who wanted to know how it felt to enter space and what Earth looked like from there, he described the indescribable stillness of crossing into space and the breathtaking sight of a borderless blue planet suspended in darkness, a view that profoundly transforms one’s perspective. Adding to the intellectual energy of the session, two SAI Angan students posed highly advanced questions on isotopic propulsion and calculating transfer windows for a Trans-Lunar Injection, prompting Group Captain Shukla to commend their exceptional scientific curiosity and depth of understanding, reflecting the spirit of innovation and inquiry that defined SAITED 2025.
