CenturyPly has launched its first ever TVC for laminates, aimed at end users, with a clear message – “My design, my style”. It is an important landmark for the company since Century Laminates has not been advertised ever since its inception. As a category, Laminates is not very well understood by the normal consumer and hence is largely influencer driven. The TVC is all set to change the game.
While the overall market size of laminates is worth Rs 4500 Cr, the organized market is somewhere around Rs 2500 Cr. Century Laminates currently has approximately 6 per cent of market share with huge potential for growth.
Laminates play a key role since a lot of thought goes into new generation homes and people don’t compromise on spending for their interiors. This has created a demand for a premium laminate in the market that CenturyPly is planning to tap into.
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 Century laminates is showcased aptly along with an insight and understanding of modern day relationships.
Speaking about the new TVC, Keshav Bhajanka, Director, CenturyPly, said, “We want to give every customer a visual experience through Century laminates. 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, Century laminates gives an unparalleled freedom of choice to the end user.”
Amit Gope, Head Marketing, CenturyPly, feels the TVC is just the beginning of portraying Century laminates as an individual brand. “We have many good products, but Century laminates has to become a leader in the laminates segment. This is our first effort towards realizing that goal,” he said.
Watch the TVC here: