Campaign details
Brand: CenturyPlyBrand Owner: Century Plyboards (I) LtdLead Agency: DDB MUDRA GROUPCountry: IndiaIndustries: Industrial & manufacturingMedia Channels: Online video, Outdoor, out-of-home, Social mediaBudget: Up to 500k
Executive Summary
- The 75 year old Indian plywood industry is highly fragmented and dominated by the unorganised sector.
- Plywood is primarily an influencer-driven category. Consumers come in contact with the product mainly through trusted carpenters and leave the choice of plywood to them.
- Carpenters form a critical link in the woodwork value chain and their goodwill is essential.
- The task...