The size of the business is estimated to be in the region of Rs 10 crore
Enterprise, Kolkata, has bagged the creative duties for Century Plywood (Centuryply). The business was earlier with JWT.
Bates will handle all of the planning and communication development for Centuryply's three product categories, ply, laminates and veneers. The agency will continue to build upon Centuryply's current brand proposition, 'Sab Sahe, Mast Rahe', with cross-media extensions.
When asked why the company felt the need to change its advertising agency when it wanted to continue with the same brand proposition, Sanjay Agarwal, deputy managing director, Centuryply, says, "Moving the business out of JWT has no significant reason. At times, even when things go right, people look for a change, and that is what has happened here. We would say that JWT has done a brilliant job in the past and has made a major contribution towards the growth of the brand. Besides, when Centuryply is soon set to cross the Rs 1,000 crore mark, we found Bates David Enterprise would play an active role in achieving our targets."
Century Plywood has an advertising budget of Rs 10 crore divided equally between above-the-line and below-the-line activities.
Commenting on the win, Abeer Chakravarty, senior vice-president, Bates, says, "We are looking at strengthening Centuryply's position even further by using both the B2B and B2C opportunities."
Subhash Kamath, CEO, Bates David Enterprise, adds, "Over the last year, we've transformed into a total 360 degree solutions group. Century Plywood gives us an opportunity to work on a complete through-the-line approach to brand-building."