Tag: Century Ply

Century Ply transforms CNBC news studio into virus-free zone

NEW DELHI: To support the community of broadcast journalists and other content creators during the Covid2019 pandemic, Century Ply has transformed the CNBC news studio into a virus-free zone with its new product Virokill. The sustainable solution was developed using nanotechnology to terminate pathogens from surfaces of plywood and laminates.

The brand has now forged partnerships with India's top media brands like Republic Network, Times Now Network as well as Radio Mirchi, Red FM, Radio One, Big FM, and several others.

Century Plyboards ED Keshav Bhajanka commented, "The multi-media campaign Raho Befikar was to reach out to all the three key stakeholders – trade, influencers (architects/interior designers) and the end consumers. We were delighted when Lodestar UM suggested that Virokill could be further enhanced through innovative but apt contextualization to drive home the product efficacy.”

Lodestar UM SVP Anindya Rai added, "This is a media-first initiative. When we approached CNBC with this proposal, the contextualisation manifested into this path-breaking yet simple idea. CNBC readily came on board, and the rest is history,"

He continued, "We started using a virus-free news studio to develop content that allowed us to share the idea with the global audiences. Both long-and short-format content was created to tell the story and efficacy of Virokill. Long-format shows looked at the challenges of urban India in fighting the pandemic from infrastructure, real estate, home building perspective, and brought together town planners, interior designers along with Century Ply senior representatives to think, ideate and discuss newer and safer ways of urbanisation."

November 3, 2020
Wunderman Thompson Kolkata wins CenturyPly account for corporate & panel division

NEW DELHI: After a multi-agency pitch, Wunderman Thompson Kolkata, has won the CenturyPly account for the corporate and panel division. In addition to corporate, the mandate covers ply, board and a few other lines of business.

The multi-agency pitch process began on 3 October last year. The pitch took place over two days just before Christmas last year followed by an extended post pitch process involving evaluation of agencies on several parameters by the client, including team structure and turn around time.

The result of the pitch was announced only recently. Wunderman Thompson will commence work on the CenturyPly account from 1 July.

Incidentally, J Walter Thompson, now Wunderman Thompson had given birth to the CenturyPly tagline Sab Sahe Mast Rahe, way back in 2006. The tagline has become so inextricably linked with the brand that CenturyPly continues to use it even today.

CenturyPly executive director Keshav Bhajanka said, “We were looking for an agency who can refresh the image of the CenturyPly brand and add further momentum to brand building efforts. With the strength of its creative team and years of experience in handling various brands in the building materials category, Wunderman Thompson is poised to infuse further creative energy into the CenturyPly brand.”

Wunderman Thompson, Kolkata senior VP and managing partner Vijay Jacob Parakkal said, “JWT, now Wunderman Thompson, had created one of the most memorable campaigns ever for CenturyPly many years back. The Sab Sahe Mast Rahe campaign tagline created by us continues even today. For us, the return of this iconic brand to Wunderman Thompson feels like a homecoming of sorts. We are thrilled to have them back and we eagerly look forward to partnering them in their next phase of growth with our added creative, technology and data capabilities.”

July 6, 2020
Century Ply earmarks Rs 4.8 crore for marketing for Nesta

KOLKATA: Kolkata-headquartered Century Ply, which had earmarked marketing spend of Rs 1.75 crore for its modular kitchen brand Nesta last year, has increased the spend to Rs 4.8 crore in the current fiscal of 2014-15. The move comes on the back of expansion plans.

The turnover from the brand Nesta is likely to be in the range of Rs 27 crore to Rs 30 crore in FY 15 as compared to Rs 6 crore achieved in the last fiscal believes the company, which is looking at opening 27 Nesta stores by the end of the current fiscal.

In order to strengthen its presence in other markets, the company is likely to take various brand building activities. It has earmarked around 24 per cent of the marketing spend on the franchise activities and the other advertisements would focus on print, television, radio and hoarding media.

Recently, Century Ply launched its new advertising campaign for the home lifestyle retail brand, called ‘Khushiyon Ka Rangmanch’ which was conceptualised by DDB Mudra.

“We usually advertise in the print media but since we are launching new stores, we will be focusing on engaging with customers through activities. We will be spending a lot more on the launch as we enter an aggressive phase of growth,” said Nesta CEO Sumit Dutta and added, “We are shoring up our communication with robust 360 degree marketing plans.”

Nesta Modular Kitchens complement the well accepted Nesta Furniture which was launched around two years ago. “We revamped its brand identity with the launch of the new advertisement ‘Khushiyon Ka Rangmanch,’” he highlighted.

Nesta has stores in Kolkata and Bengaluru, spread over 5, 000 square feet (sq ft) offering home lifestyle products to the audiences. The Nesta modular kitchen plans to create milestones by launching stores in Guwahati, Patna, Siliguri, Durgapur, Asansol and Hyderabad among other locations by the end of the year, further said Dutta.

Century Ply aims to cater to the audience pan-India through its 111 stores planned by 2015.

August 5, 2014