Biprorshee Das

Ignite Mudra wins creative duties for Sainik Plywood

The business was won following a multi-agency pitch; the incumbent agency on the account is Bates 141.

Ignite Mudra has won the creative mandate for Sainik Plywood, the non-premium brand of Century Ply.

The Kolkata-based business was won following a multi-agency pitch. The incumbent agency on the business is Bates 141.

Ignite Mudra wins creative duties for Sainik Plywood
Confirming the development, Sudarshan Banerjee, head, Ignite Mudra, says, "Century Ply has been a strong brand in the premium segment in the market. We looked at the entire brand portfolio to find what could be done in the non-premium segment and straddle the entire plywood market."

He adds, "The important thing was that the client did not want just another creative agency, but a brand and marketing partner to do justice to the category and to combat competition."

PK Sengupta, executive head, panels, Century Plyboards India tells afaqs!, "We found a strong connect with many of the Indian brands Ignite Mudra has developed and established for a target audience (we wish to address), which profiles up to a young, aspiring and decision making, updated and modern individual and yet with Indian value and realities."

"We were looking for the most competent agency with experience and expertise and who have developed brands catering to a large user base, which had latent potential and yet had a near-essential usage implication but thus far had been less fortunate for low consumer involvement," Sengupta further adds.

Sainik Plywood is viewed as a 'trade brand' by many, and the task ahead for the agency is to help the brand play a key role in the consumer market as well. In the past, Sainik Plywood's communication has been essentially BTL based and not significant enough to make much noticeable noise in the consumer space.

The range of boiling water resistant plywood is manufactured using smooth, rotary and tight cut veneers obtained from eco-friendly timber and finds application in bedrooms and kitchen furniture.

Banerjee is of the opinion that the full potential of the brand has not been unleashed yet, as the agency gets to do a complete brand audit and understand the strengths and weaknesses of the brand.

The account size could not be ascertained.

A specialist in brand building, Ignite Mudra caters to the brand building needs of growing companies.