CenturyPly has roped in Plan B to handle the creative duties for its panel business. The agency won the account following a multi-agency pitch and the mandate includes plywood, block boards, doors and more.
Plan B will work on both ATL and BTL campaigns.
Rishu Kumar, DGM - brand, CenturyPly, said, “We are happy that Plan B is on board with us as our creative partner. Apart from their communication strategy, we believed in their start-up mind-set and hunger to deliver things quickly. Their understanding of influencer category reflects in their strategies and that would help CenturyPly to further strengthen the brand in this complex Industry.”
Anirudha Mukhedkar, founder and CEO, Plan B, said, “The plywood market in India is a highly complex one. There is the end user who pays for it, there is a contractor who buys it, there is a carpenter who uses it and there is a retailer who strongly influences which brand is bought. Each of these parties has a different motivation that drives brand choice and these too will vary depending on the project or situation. We had to find one single unifying principle and one common language that unravels this complex network of motivations leading up to a strong disposition towards the Century brand. Our thinking and our work resonated with the intent of the team at Century. We are looking forward to a long and successful relationship.”