Kolkata, September 2017
Century Plyboards India Ltd, a frontrunner in the plywood category which has been involved in aggressive brand building with an intention to create a shift in the industry category from a commodity to a consumer product is back with its annual award winning campaign - CenturyPly Heroes 2017. The campaign is in lines with their attempt to celebrate the unsung heroes working behind the scenes to make celebratory times special for the rest of us.
CenturyPly stands for quality and trust, while it's sub- brands in the plywood and decorative (laminates, veneers) businesses stand for strength and beauty, respectively. The CenturyPly Heroes 2017 campaign aims to felicitate the everyday heroes who regularly bring alive the brand ideology in their everyday lives.
CenturyPly Heroes was an initiative started in year 2014 to recognize and salute the carpenter's indomitable spirit, the skill and the commitment to the art and to life at large. In 2016, CenturyPly has extended the campaign to people beyond the carpenter community to the heroes we encounter every day and without whom the festivities lose it colour- the policemen, the electrician, the dhakis, ambulance drivers, sweepers, nurses or doctors on duty or any such person who are the epitome of the Sab Sahe Mast Rahe spirit and attitude.
This year, the campaign is celebrating those unsung heroes behind the scenes without whose creations, the Durga Puja wouldn't even start: the clay artisans who make the magnificent idols of the Puja. There are hundreds of artisans toiling overtime to make these beautiful idols a reality.
The campaign will invite people to share pictures of the idols being made or of the finished idols during the Pujas, along with the name of the artisans making them. There are several potter colonies in Kolkata, the most well- known being the ones at Kumortuli and Kalighat. People will be encouraged to go there and click pictures of these idols being finished up for work, and also of the idols once the Puja starts. Three of the artisans getting most number of entries, will be awarded, and the top five photographers will also win prizes.
The program is being promoted through print, electronic and outdoor media, and of course, a well- planned digital marketing strategy for driving traffic to the social media promotions.
Mr. Sanjay Agarwal, MD of CenturyPly said, "CenturyPly Heroes is a special campaign to all of us as it gives us a chance to touch the lives of those people who work very hard to make the Pujas happen for millions, the but we forget to recognize or celebrate their contribution. We want this campaign to reach out to the masses so that through their engagement with these unsung heroes, we can make a difference in the lives of these people, however small or big it might be. This initiative is all about touching lives and adding to the warmth and happiness of the city's festivities."
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