In a three-way-pitch featuring the likes of Bates and Rediffusion, JWT Kolkata has emerged as the sole custodian of the Century Plyboards (I) Ltd account. The mandate was previously being held by Euro RSCG. Century has the distinction of being India’s largest selling brand of Plywood and was set up in 1986. The brand is noted for manufacturing the entire range of commercial, marine, concrete, shuttering and decorative plywood. It also has the distinction of becoming the first ISO 9002 company in India for veneer and plywood. The mandate before JWT is pretty simple-the agency is expected to translate market leadership into top of mind recall for the consumer. Industry sources peg the account size to be within the region of Rs 5-7 crore.
Century has always been a print driven account, supplemented with a dash of television communication. This time around, JWT asserts that the stress is more on audio-visual media, than on anything else.
Announcing the win, MS Balaji, Senior Vice President & General Manager of JWT Kolkata says, “Plyboards as a category, is a different area to delve into and hence the prospects seem exciting. The pitch was conducted towards the beginning of this month, with all of the three agencies being briefed about the positioning of the brand and its current market share. As is known, Century Plyboards is a leader in its category, and it was essential for us to spin a piece of communication, which would accentuate its leadership status and translate it into top-of-he-mind recall. I think that our presentation demonstrated a fine understanding of the category, and it was backed by a quality team. We were informed, about the win a week back and we hope to do full justice to the job at hand.”
Balaji adds, “While it’s difficult for me to ballpark down to a figure, in terms of Century Plyboard’s actual spends, I can assure you that this time around the thrust would be on the audio visual medium. Either way, the size of the business acquired is not such a crucial question, since plywood as a category is different from the other categories and its modus operandi cannot be compared with other brands.”
Meanwhile, Sanjay Agarwal, Deputy Managing Director, Century Plyboards, says that “Century was looking for a strong and responsive partner in its endeavour to grow rapidly and we found JWT’s approach and effort most stimulating. Which is why, we felt that they were the right ones for the job.”
Century Plyboards (India) is a key player in the plywood segment with a turnover of approximate Rs 100 crore annually.