Centuryply: The journey of a carpenter to craftsman

Shekhar Pandey, Tania Patel

This case study shows how CenturyPly, a plywood trader in India, increased sales by creating a social media campaign focused on its carpenters' hardships and talents.

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

  1. The 75 year old Indian plywood industry is highly fragmented and dominated by the unorganised sector.
  2. 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.
  3. Carpenters form a critical link in the woodwork value chain and their goodwill is essential.
  4. The task...

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