Sainik Plywood, the non-premium brand of Century Ply, has appointed Ignite Mudra to handle its creative duties. The business was won follwing a pitch process, and the incumbent agency on the account is Bates 141.
Commenting on awarding the creative duties to the agency, PK Sengupta, executive head, panels, Century Plyboards India said, “We found a strong connect with many of the Indian brands Ignite Mudra has developed and established for a target audience (we wish to address) which profiles up to a young, aspiring and decision making, updated and modern individual and yet with Indian value and realities. We were looking for the most competent agency with experience and expertise, and who have developed brands catering to a large user base which had latent potential and yet had a near-essential usage implication but thus far had been less fortunate for low consumer involvement.”
On the communication plan ahead for the brand, Sudarshan Banerjee, head, Ignite Mudra said, “The plan ahead is yet to be firmed up. At this stage it is an aspiration only which need to be rationalised and discussed with client. The past has largely been BTL and of no significant consumer exposure. Sainik was seen as largely a trade brand. Our task is to make it one that is able to take on the vast UF Ply market.”