Plan B bags creative duties of CenturyPly

The account was won post a multi-agency pitch.

In a recent announcement, Plan B, a Bengaluru based ad agency has bagged creative duties of CenturyPly. The agency will handle Century's panel business which includes plywood, block boards, doors, and the new age products business which is constantly introducing innovative products in the construction and interiors space.

Plan B will partner CenturyPly to drive business growth and create communication for the brand's ATL as well as aggressive new programs in the BTL space.

Speaking on the win, Anirudha Mukhedkar, founder and CEO, Plan B, says in a press release, "The plywood market in India is a highly complex one. There is the end user who pays for it, there is a contractor who buys it, there is a carpenter who uses it and there is a retailer who strongly influences which brand is bought. Each of these parties has a different motivation that drives brand choice and these too will vary depending on the project or situation. We had to find one single unifying principle and one common language that unravels this complex network of motivations leading up to a strong disposition towards the Century brand. Our thinking and our work resonated with the intent of the team at Century. We are looking forward to a long and successful relationship."

Rishu Kumar, DGM - brand, CenturyPly, says in a press release, "We are happy that Plan B is on board with us as our creative partner. Apart from their communication strategy , we believed in their start-up mind-set and hunger to deliver things quickly. Their understanding of Influencer category reflects in their strategies and that would help CenturyPly to further strengthen the brand in this complex Industry."

Kiran Khalap, co-founder and MD, Chlorophyll Brand & Communications Consultancy, who has been the consultant on CenturyPly, says in a press release, "However shocking it may sound, it is true that not just the advertising profession but even the marketing profession has not outgrown the hangover of FMCG marketing and advertising. Typically painful symptoms include mistaking trade names and brand names for brands, obsessive use of TVCs (whether on TV or digital media!) and a poor understanding of the roles of influencers. We needed a mature communication partner for CenturyPly as the brand explores all quadrants of the Igor Ansoff framework: new products and existing products penetrating new and existing markets. We found Plan B. I believe their roots in retail design gives them an ability to find communication solutions to problems unique to the category. Congratulations!"