Century Plywood (I) Limited, the biggest player in plywood and decorative veneers in the country, has just moved its advertising business from JWT to Bates David Enterprise, Kolkata. The total communication budget for Centuryply is Rs 10 crore.
The agency has been assigned to undertake the entire planning and communication development for all product categories to begin with and, thereafter, look at cross-media extensions of the recently developed ‘Sab Sahe, Mast Rahe’ campaign.
Centuryply is set to soon cross the Rs 1000-crore turnover mark. It offers ply, laminates and veneers to markets all over India and is rapidly growing in the export area as well.
Commenting on the win, Abeer Chakravarty , Senior Vice-President, Bates Kolkata, said, “With the boom in housing and commercial space, Centuryply has tremendous scope in strengthening its position even further. We at Bates are excited about both the B2B and B2C opportunities, as well as the through-the-line approach the brands and the market necessitate.”
On the choice of Bates, Sanjay Agarwal, Deputy Managing Director, CPIL, said, “Today our requirements have changed totally because of the way our company is growing. We wanted an agency to cater to our needs as a whole and we found Bates the most deserving. We hope to see great work from the team.”
Commenting on the recent spate of account and award wins at the Kolkata office, Subhash Kamath, CEO, Bates David Enterprise, said, “Over the last year or so, we’ve transformed into a total 360-degree solutions group. And a company like Century Plywood gives us a terrific opportunity to work on a complete through-the-line approach to brand-building. I’m delighted with our Kolkata team for winning this prestigious account and to the client for placing their faith in us.”