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Tag: Centuryply

  • CenturyPly makes an attempt to educate the consumers in an entertaining manner

    CenturyPly out to educate consumers on good quality doors

    By A Correspondent

     

    CenturyPly has now adapted a humourous take on both retailers and consumers; highlighting the importance of doors in our daily life by launching a web-video on CenturyDoors.

     

    Said Nikita Bansal, Executive Directors, Doors, CenturyPly: “We at CenturyPly, believe in providing quality products to our consumers and their trust is paramount to us. With the launch of this video, we are extremely excited to witness the expected brand connect and hope to educate them on the importance of quality, in a product category like doors. CenturyPly has always been the front-runner in the Indian plywood industry, and being a part of it, CenturyDoors also resonate similar trust and unwavering quality assurance of the mother brand.”

     

     

  • The organisation will invite people to watch, like, share a short film hashtagged #CPHeroeson its Facebook page

    2018 edition of CenturyPly Heroes 2018 announced

    By A Correspondent

     

    CenturyPly has announced its annual campaign CenturyPly Heroes 2018. Commenting on the launch of the campaign, Sanjay Agarwal, Managing Director of CenturyPly said: “CenturyPly Heroes is very close to our heart. Every year our aim has been to touch the lives and add warmth to these real heroes, especially during the festivals.  The carpenters’ are an integral part of our industry. They have always inspired us to come up with better and innovative products. And, we, at CenturyPly, believe that together we can make a difference to the lives of these people.”

     

     

  • This year, the campaign is celebrating those unsung heroes behind the scenes without whose creations, the Durga Puja wouldn’t even start

    CenturyPly Heroes to felicitate achievers for outstanding contribution

    By A Correspondent

     

    Century Plyboards is back with its campaign celebrating the unsung heroes working behind the scenes to make celebratory times special for the rest of us.

     

    The CenturyPly Heroes 2017 campaign aims to felicitate the everyday heroes who regularly bring alive the brand ideology in their everyday lives. CenturyPly Heroes was an initiative started in year 2014 to recognise and salute the carpenter’s indomitable spirit, the skill and the commitment to the art and to life at large

     

    This year, the campaign is celebrating those unsung heroes behind the scenes without whose creations, the Durga Puja wouldn’t even start: the clay artisans who make the magnificent idols of the Puja. There are hundreds of artisans toiling overtime to make these beautiful idols a reality.

     

    Said Sanjay Agarwal, MD of CenturyPly: ”CenturyPly Heroes is a special campaign to all of us as it gives us a chance to touch the lives of those people who work very hard to make the Pujas happen for millions, the but we forget to recognize or celebrate their contribution. We want this campaign to reach out to the masses so that through their engagement with these unsung heroes, we can make a difference in the lives of these people, however small or big it might be. This initiative is all about touching lives and adding to the warmth and happiness of the city’s festivities.”

     

     

  • This 3-film campaign, 'Sab Sahe Mast Rahe' focuses on the superior quality of panel products that CenturyPly offers

    Century Plyboards back with new brand campaign

    By A Correspondent

     

    Century Plyboards is back with its new TVC – Sab Sahe Mast Rahe. The campaign is product oriented and will attempt to educate the consumers in an entertaining fashion about the importance of investing in good quality plywood that saves a lot of embarrassment and cost for the consumer.

     

    This 3-film campaign, ‘Sab Sahe Mast Rahe’ focuses on the superior quality of panel products that CenturyPly offers making it the most desired product in the market. It also implies the importance of consumer decisions while doing up their homes.

     

    The campaign shows a termite infested home and how the termites mock the owners of the home as they have chosen low quality products for their home décor, and as a result spending more while re-doing their homes while also facing a lot of embarrassment from the guests.

     

    The campaign targets the young urban consumer looking to make their dream home a reality. The campaign will have three such TVCs which will run across all platforms – print, electronic, radio and digital. It will also be supported by a robust outdoor media campaign and other BTL activities.

     

    Sanjay Agarwal, Managing Director, CenturyPly said, “Consumer is the person who invests his hard earned money. Hence, my brief to the agency was very clear that the communication should be very direct, simple and very entertaining.”

     

    Navarun Sen, Executive Business head – Panels said, “Plywood Is often covered by expensive veneers and laminates. However, it’s like the foundation and if that goes wrong, it can be a huge pain for the consumer and the cost of replacement will be high. Therefore the consumer needs to be aware while making a purchase decision.”

     

    “Termites are a big pain in this industry. It was very important to showcase Centuryply’s expertise as they make termite proof, boiling water proof plywood. Therefore, we thought we should highlight and glorify this aspect when talking to the consumers,” said Mr. Sonal Dabral, Chairman and CCO, DDB Mudra Group West

     

    CenturyPly has been involved in aggressive brand building, with quite a few TVC campaigns being launched in quick succession, and a rapid brand building at the retail level also. It has been setting priority markets for both sales and advertising focus, and that has paid dividends in terms of both sales volume and brand building. Apart from this, CenturyPly also has some impactful CSR campaigns like CenturyPly Heroes to its credit.

     

  • With an effort to trigger a larger brand appeal, the agency positioned Sainik as 'Hamesha Taiyyar'

    CenturyPly unveils brand campaign for Sainik Plywood

    By A Correspondent

     

    CenturyPly has introduced a new plywood brand – Sainik, for the value segment. The campaign, titled ‘Hamesha Taiyaar’, has been conceptualized by DDB Mudra West.

     

    Plywood is a commoditized but complex category. Consumer involvement is very low, there are multiple products at different price points based on various technical parameters. A consumer does not understand those technicalities but knows his budget. The role of the brand in this category is limited to passive reassurance.

     

    With an effort to trigger a larger brand appeal, the agency positioned Sainik as ‘Hamesha Taiyyar’ to display the toughness of the ply and its readiness for any eventuality or hardship that comes its way, much like a soldier.

     

    The thought behind the brand has been translated into a clutter breaking TVC and OOH implementations. The TVC intends to create a larger-than-life image of the brand in the consumers’ mind space. The storyline follows a platoon of soldiers in a forest, where they are seen engaged in a fierce combat across land and water, under the most trying circumstances. The testing journey of the soldiers is matched by the journey of the plywood box, which eventually turns out to be carrying letters from the homes of these soldiers. The unscathed surface of the box personifies the tested, yet undaunted spirit of the soldiers. In spite of the forces of nature and the troubles caused due to the rough terrain and handling, it stands strong with the strength that only a true soldier embodies.

     

    Amit Gope

    “This is another first attempt from Century Ply, where we are trying to create a sub brand in our journey for creating a commodity into a consumer brand. Sainik Plywood comes lower in the hierarchy of our products but is one of the most exciting products for our consumers. What we want to bring out from this campaign is built on a spirit of the Sainik in terms of integrity, commitment, strength etc. and this is what Century Plywood also stands for. Another offering from CenturyPly in terms of creating good advertisement and delivering good product to the market space”, says Amit Gope, Group Marketing Head – Century Plyboards (India) Ltd.

     

    Rahul Mathew

    Rahul Mathew, Creative Head, DDB Mudra West, said: “The name Sainik in itself holds so many virtues – strong, steadfast, resilient. This summed up what we wanted to say about our plywood as well. From here the story practically wrote itself, which was then beautifully captured by Anupam.”

     

  • The digital campaign by Webitude aims at engaging with audiences via new age media

    CenturyPly takes an aggressive route for digital campaign

    By A Correspondent

     

    CenturyPly has launched its first ever interactive digital campaign ‘Khushiyon Ka Rangmanch’ on the digital platform. For the first time, CenturyPly has launched an aggressive digital campaign before a TV campaign, where the brand has launched a consumer friendly website, responsive with rich imagery and application based to create excitement amongst consumers. CenturyPly is also the first one within this product category to have come up with an aggressive digital campaign

     

    CenturyPly operates in a category that is only 30 per cent organized, since the last six years the brands key communications and positioning have been via TV campaigns highlighting the core functional benefits of strength and durability of CenturyPly products. For the first time the brand has stepped into the digital zone for engaging with their target audiences and consumers.

     

    “We were thrilled to create and run the first-ever digital campaign for CenturyPly, because the product segment is very challenging and unique. But witnessing the digital revolution in India in all segments & verticals, we understand this was the right time for CenturyPly to step into the digital world and connect with the target audiences. To engage and create a successful digital campaign for a heritage brand like CenturyPly, conviction in the brand’s philosophy and an innovative approach was required. We are extremely thankful to CenturyPly for their faith in us and giving us this opportunity,” said Santosh Kumar, Co-founder, Webitude (A part of Digital Quotient).

     

    “Given the greater than before internet penetration, businesses are increasingly shifting their attention from the traditional marketing media to digital media. We were looking for an agency that understands our objective and can communicate the same across various digital platforms. We really liked team’s understanding of the brand and the Digital landscape”, said Amit Gope, Head of Marketing, CenturyPly India.

     

  • The company has unveiled a new campaign with the underlying theme 'Idea: Khushiyon Ka Rangmanch'

    CenturyPly leans on ‘Khushiyon Ka Rangmanch’ credo to deliver new proposition

    By A Correspondent

     

    CenturyPly has undergone a brand restructuring exercise and also unveiled a new brand philosophy. The company has unveiled a new campaign with the underlying theme ‘Idea: Khushiyon Ka Rangmanch’.

     

    CenturyPly is not just into creating commodities, but is in the business of creating spaces and home solutions through its products – plywood, laminates and veneers – surfaces which are witness to everyday moments of joy and happiness. The theme revolves around the premise that it’s these surfaces that bring people together; a stage where life’s happy moments play out.

     

    Mr Amit Gope – Head, Marketing, CenturyPly said, “We found this concept to be extremely strong, unique and with a potential to remain relevant for a long time. More than that, it was something that was meeting our objectives in the best possible manner.”

     

    Sonal Dabral
    Sonal Dabral

    Sonal Dabral – Chairman & Chief Creative Officer, DDB Mudra Group affirmed, “Devoid of any sharp ideas, the plywood advertising landscape has been fuzzy to say the least. We decided it was time for a respected brand like CenturyPly to speak like a leader and elevate the category to the next level. Nana Patekar’s brilliance needs no mention. We were fortunate that he agreed to be a part of this project. I’m certain the audience will love him as the voice of our conscience provoking us to take a fresh look at our furniture we take for granted every day.”

     

     

    Rajiv Sabnis

    Rajiv Sabnis – President, DDB Mudra West said, “Khusiyon ka Rangmanch is an idea that is a take on life, from the point-of-view of the furniture. If all inanimate objects had a life of their own, and could see the world around them, then they would see themselves at the centre of a family life. Then furniture could see the joys, the bonding, the celebration, the success, the romance, the love, the gossip and many other emotions that a family goes through in the course of their life together. Furniture is a mute spectator today, but if it had emotions, it would believe that the family comes together around the various pieces of furniture which make a home. Nana Patekar embodies the conscience of the furniture that provides a platform for emotions to play out. This campaign is a tribute to furniture, hence Century Ply, and the centre stage role it plays in bringing and keeping families together.”

     

    The campaign is a multimedia campaign across the mediums of TV, print, outdoor, digital and on ground. It goes on air this week.

     

  • I am all for some wild action in this low-involvement product category. We usually leave the choice of the plywood to the carpenter, and a disruptive ad is needed to break the end-consumer apathy

    Debrief: Centuryply: Beastly tale!

    By Anil Thakraney

     

    The makers of Centuryply have decided that boring is pointless in the plywood category. It’s time for some fun. And to do the honours, they have hired the services of… not a celebrity… a gorilla!

     

    The TVC features a man being chased all over his house by a very angry gorilla. The chap finally hides inside a cupboard, and the frustrated gorilla isn’t able to smash it. We soon discover the beast is actually his wifey, who’s livid that the cad has forgotten all about their marriage anniversary.

     

    Well, I am all for some wild action in this low-involvement product category. We usually leave the choice of the plywood to the carpenter, and a disruptive ad is needed to break the end-consumer apathy. Also, even if the Centuryply guys don’t admit to it, Greenply’s zany ads must have inspired them. The latter has shown the way for the rest.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=ATOwSep_B0k[/youtube]

    However, the problem with this execution is that the gorilla, while it demonstrates physical toughness, takes away from the anti-termite narrative. While this does get mentioned in the voice-over, all the sound and fury in the TVC drowns it out. I think for plywood, threat of termites is an important story. And since Greenply hasn’t taken this positioning overtly, Centuryply could have made it their own, albeit without diluting the madness.

     

    So while the intent is correct, the positioning needs to get more focused.

     

    Rating: (On a scale of 1 to 5): 2.5. Entertaining, but needs strategic direction.

     

  • Centuryply has gone aggressive to get a larger share in the branded plywood and related business, getting into readymade lifestyle products too

    Centuryply looks at growth from unorganized sector

    By Tuhina Anand

     

    Centuryply has gone aggressive to get a larger share in the branded plywood and related business. In fact, recently we have seen a spurt in the activity by the players in the segment and this has to do with the fact that the branded players are eyeing the unorganized sector.

     

    Abhra Banerjee

    Explaining this fact, Abhra Banerjee, Executive Business Head, Centuryply, said, “Our industry is under transition as there is higher knowledge about the category among the consumers. This could be attributed to the digital and social media which has led to consumers finding more about products before making a purchase decision. This had led to a move where the branded category is growing and the players are looking at growth as the unorganized sector here is shrinking. So, as we are all fighting for a share of the unorganized sector, one sees more activity from branded players like Centuryply.”

     

    Further Mr Banerjee explained that Centuryply in its bid to get a greater share and also revamp its brand perception has entered the readymade home furniture business with its retail store Nesta. Putting things in perspective he said, “Four years ago when we did a survey post our campaign, we realized that while people saw Centuryply as a trustworthy market leader with superior quality products, there was also a perception that the brand was lacking youthful appeal and was not modern and contemporary.”

     

    The company then took measured steps to revamp its perception, among other things becoming more aggressive, and one way was to get into readymade lifestyle products. The furniture business emerged as a natural brand extension, thus also creating something that is lifestyle oriented and aspirational. This was one way to grab a contemporary avatar for the brand Centuryply.

     

    There was also a shift in its media strategy and the company got into branded entertainment and partnered with big budget movies. It also partnered with designers from National Institute of Design to make kids range of furniture and leading Indian architects for contemporary product designs. The effort yielded result and Centuryply as another study revealed was being perceived as a trendy brand.

     

    In fact all these efforts have led Centuryply to have a CAGR of 28 percent for the last five years. While it has been impacted with the slowdown as other fields like real estate have been hit but Centuryply is still clocking double digits growth albeit a bit slower than previous years’ growth numbers.

     

    It has recently launched its new campaign with the tagline ‘Sab Sahe Mast Rahe’. The campaign was preceded with a high decibel teaser. The new campaign highlights the brand’s strengths as a modern, contemporary, youthful and a trustworthy market leader while highlighting Centuryply’s patented technology which makes it 100 percent borer- and termite-proof and gives it the strength to withstand all abuse.

     

    The new campaign of Centuryply aims at redefining the brand image and increasing consumer involvement with the plywood category through Bates’s proprietary ‘Changengage’ tool. The campaign is targeted at upwardly mobile urban male in the age group of 35-45 years who is a homeowner and digital savvy.

     

    Bates Kolkata has ideated and conceptualised the campaign titled “Sab Sahe Mast Rahe Part 2”. The campaign is based on a basic human insight. When people get angry, they lose control over themselves behave like a monster, and unleash their anger on objects around. Mostly, it’s doors, windows, wardrobes, tables and other pieces of wooden furniture that bear the brunt. The furniture stands in silent testimony to this human emotion, takes all the battering in its’ stride and gives peace and tranquility in return. The campaign kicked off with a high decibel teaser campaign across different media platforms and the TVC was launched on World Anger Day to leverage the communication relevance.

     

    Besides TV, Centuryply has drawn a multi-media campaign plan to reach its TG by using effective media vehicles like OOH, Radio, Multiplex & Digital platforms. The campaign will go on till March 2013. To ensure consumer engagement, some interesting BTL activities like multiplex, mall and trade activations have been planned. The TVC has been shot in Poland by Vinod P Vijay of Lemon Yellow Sun Films.

     

  • Centuryply has entered the readymade furniture retail business by launching Nesta Furniture, a chain of complete home lifestyle solutions

    Centuryply expands its presence with Nesta

    By Tuhina Anand

     

    Centuryply, the brand of plywood and decorative veneers, has extended its footprint and has entered the readymade furniture retail business by launching Nesta Furniture, a chain of complete home lifestyle solutions.  It has opened its first store in Bengaluru and will follow it up with launches across the country.  It has ambitions to open 111 outlets in the next five years with a projected turnover of Rs 500 crore with an initial investment of Rs. 100 crore. The company plans to build Nesta as the foremost brand in the Indian readymade furniture industry through steady investments in the next 5 years.

     

    Sajjan Bhajanka , Chairman, Century Plyboards (I) Limited, said, “Retail business in India is at an interesting stage. Our latest venture in the readymade furniture retail business is a move up the value chain and a natural progression in the wood products category. We are keen to leverage the company’s experience and strengths in retailing the finished end product. Centuryply will have flagship stores in key markets and also adopt franchise model to tap other markets.”

     

    Talking about Nesta, Abhra Banerjee, Executive Business Head, said,” There has been a sharp increase in the popularity of genuine designer furniture over the last few years and Nesta will serve to be a retail hub for those interested in highest quality designer furniture and home accessories. We at Centuryply believe in providing utmost satisfaction to the consumer through best quality products and customer care. The designs are contemporary and they reflect the lifestyle needs of the India consumers. We will offer the latest designs and introduce a new collection every 3 months.”

     

    The store will provide the ability to visualize the furniture in a room. Customers can choose colours, different options for each room to get the perfect look, furnish the room dimensions and visualize how the furniture will look in your home on a giant LED wall in an exclusive zone ensconced to give them  privacy. The store will also have a mock-up of an apartment with approximately the same dimensions as a typical 1BHK flat, to help customers visualize how Nesta can transform their house into a dream home.