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

29 May,2014

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.

 

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