CenturyPly extends ad campaign for sub-brand

A brand breakthrough in the commoditised marketing space like plywood does not come by easily. It came through in a decent measure last year for Century Plyboards India after its plywood and laminates brand campaigns.

Inspired by the impact, reflected in the improved sales in the categories, Century Plyboards has extended its TV advertisement campaign (TVC) focus to one of its sub-brands in the plywood category.

On July 23, the company launched a TV commercial for its economy segment plywood sub-brand ‘Sainik’. The 45, 30 and 20-second versions of the TVC will also be backed by a digital campaign. The media campaign will continue for seven weeks.

“Sainik is our, as well as the industry’s, first sub-brand that is getting exclusive campaign focus.

“For the last few years, we built this sub-brand and popularised it among our marketing channels and influencers like carpenters and contractors. It fetched ₹200 crore turnover in 2014-15,” Amit Gope, General Manager (Marketing), Century Plyboards, told BusinessLine .

Under CenturyPly, the umbrella brand, the company has three other sub-brands – Club Prime, AchitectPly and MarinePly. All these brands bring in sales turnover of around ₹1,400 crore.

However, the non-pricy Sainik stands out in terms of growth potential among other premium or speciality brands, for the price-sensitivity of the Indian consumers.

This year, Century Plyboard aims to increase the ad spend to 4 per cent of the turnover, from 3.8 per cent last year.

The company plans to come out with two more new brand TVCs – one for CenturyPly and another for CenturyLaminates.

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