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CenturyLaminates, a quality product from CenturyPly, has been a key player in the category. While the overall market size of laminates is worth Rs 4500 Cr, the organized market is somewhere around Rs 2500 Cr. CenturyLaminates currently has approximately 6 per cent of market share with huge potential for growth. With increasing consumerism, aesthetics play an important role in decision making process. Also due to hectic lifestyle and paucity of time, consumers are increasingly looking for readymade home décor solution. Laminates provides the discerning consumer with a variety options.

Latest News

It gives us immense pleasure in announcing the opening of our new showrooms across the country called - 'Inspiria'. This store has a wide collection of full sheet Century Laminates on display which is currently trending in the market and will let you experience it first-hand. This would enable us to provide a world class service to our customers who want to decorate their homes and fulfil their desires! Inspiria stores are present in the following locations: Kolkata, Sonipat, Bhatinda, Jalandhar, Indore, Pune, Chennai, Mangalore, Hubli, Ahmadabad.

Key Challenges / Objectives

  • Introduce / Establish CenturyLaminates as a key Brand in the category, amidst the historical and regular advertising from GreenLam, Royal Touche and Merino.
  • In a predominantly push category, how do we create an equal amount of pull?
  • Brand Saliency and recall of the core USPs of the Brand in the minds of the channel and the consumer
  • Create a leadership position in the minds of the consumers.
  • The largeness of the Brand and its range and style.
  • While competition has sustained advertising on all products, CP has not been active on the advertising front for sometime.

Launch of New Communication

    A new and first time TVC addressing the above challenges / objectives. The highlights of new communication:

  • Highlighting the range and style of CenturyLaminates and the excitement of the decision making while designing the house.
  • The known faces of Ragini and Sameer should attract the audience to view the advertisement.
  • Humor is a key element of the TVC.
  • The idea behind the TVC is about celebrating an equal say and contribution in decision-making, so prevalent in modern day relationships, and how Century Laminates makes it easier for people to balance each other’s point of views. The wide range of CenturyLaminates is showcased aptly along with an insight and understanding of modern day relationships.
  • The full edit is available in 60sec version only on the Youtube. The TV campaign is restricted to 45,30 and 20 sec edits.
  • Campaign Period : 8 weeks (starting Dec, 17th )

Speaking about the new TVC, Keshav Bhajanka, Director, CenturyPly, said, “We want to give every customer a visual experience through CenturyLaminates. They too can play an important role in choosing the right look as we believe there is an artist inside all of us. With its wide range, CenturyLaminates gives an unparalleled freedom of choice to the end user.”

Amit Gope, Head Marketing, CenturyPly, feels the TVC is just the beginning of portraying CenturyLaminates as an individual brand. “We have many good products, but CenturyLaminates has to become a leader in the laminates segment. This is our first effort towards realizing that goal,” he said.

Cast and crew of the TVC

  • Ragini Khanna, Sameer and Saurabh
  • Created by Hakuhodo Percept, New Delhi,
  • Directed by Parikshit Vaidya
  • Director of Photography- Setu.
  • Music director- Hanif Shaikh.

About Century Plyboards (I) Ltd.:

Century Plyboards (I) Ltd. (CPIL), the first ISO 9002 Company in India for plywood and veneer, started its operations in 1986, CPIL also received ISO 14001 Certification in 2004. The company was formed by Sajjan Bhajanka and Sanjay Agarwal. In a very short span, it has created a niche for itself and is the market leader in this sector. CPIL has its manufacturing units at Kolkata, Chennai, Guwahati, Karnal, Kandla & Burma. CPIL today manufactures the entire range of commercial, marine, shuttering and decorative plywood. Other products are Laminates, Veneers, MDF, PRELAM, FACEVENEERS, Exteria exterior laminates, Nesta Furniture & Modular Kitchens. 'Construction World’, one of the most definitive business journals, has adjudged it as, "the Fastest Growing Company with the Highest Turnover" five times, for the years 2003, 2005, 2006, 2007 and 2008. As the pioneers in Borer Proof Plywood and Boiling Water Resistant (BWR) the company, has successfully created a niche in the highly competitive lifestyle segment.


M/s Century Plyboards (I) Limited
Taratala Road,Kolkata-700088.
91-33 3940 3950
Email: amitkumar.gope@centuryply.com

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