Percept in the News

Century Laminates invokes the artist in you
22 December, 2014

Conceptualised by Hakuhodo Percept, the first ever TVC for Century Laminates urges users to style their homes themselves. CenturyPly has launched its first ever TVC for Century Laminates with the message ‘My Design, My Style’. As a category, laminates is not very well understood by consumers and hence, is largely influencer-driven. The TVC, created by Hakuhodo Percept, is aimed at changing the game. The ad celebrates an equal say and contribution in decision-making, so prevalent in modern-day relationships, and how Century Laminates makes it easier for people to balance each other’s points of view. The wide range of Century Laminates is showcased, along with an insight and understanding of modern-day relationships. The TVC starts with a husband telling his wife that their kitchen will look good in snow-white lamination. The wife rejects his view and suggests blood-red lamination. Another man, who seems to be the contractor, tries to give his opinion, but the lady cuts him short and asks him to cut vegetables instead. The husband suggests purple lamination for the bedroom, while the wife prefers copper. The contractor tries to intervene again, only to be shushed by them. The husband and wife are seen discussing about the lamination colour for their drawing room. They are seen arguing about which colour looks better, when the other man puts in a suggestion which they both agree upon. Keshav Bhajanka, Director, CenturyPly, said, “We want to give every customer a visual experience through Century Laminates. They too can play an important role in choosing the right look, as we believe there is an artist inside all of us. With its wide range, Century Laminates gives an unparalleled freedom of choice to the end user.” Amit Gope, Head – Marketing, CenturyPly, said that the TVC is just the beginning of portraying Century Laminates as an individual brand. “We have many good products, but Century Laminates has to become a leader in the laminates segment. This is our first effort towards realising that goal,” he said. Sabuj Sen Gupta, Executive Creative Director, Hakuhodo Percept, said, “Buying a house is a long process, but doing it up takes even longer. There is usually a lot of heart-burn and confusion, and people do not know how to go about it. However, what has changed now, and is more of a trend these days, is that the decisions are jointly taken by the husband and wife. This was the basic starting point for the TVC. Husband and wife are actively involved in the entire process, a theme around which we have woven our TVC.” While the overall market size of laminates is worth Rs 4,500 crore, the organised market is pegged at around Rs 2,500 crore. Century Laminates currently has approximately 6 per cent of market share.
Creative Agency: Hakuhodo Percept, New Delhi
Creative Team: Sabuj Sen Gupta, Niloy Kumar Som, Tripti Kakkar
Account Servicing Team: Bhaskar Ghosh, Avilash Chakraborty, Kanav Sharma
Production House: Film Farm, Mumbai
Director: Parikshit Vaidya
Director of Photography: Setu
Post Production: Team Works, Mumbai
Music Director: Hanif Shaikh
Producer: Anirudh Bagchi
Post Producer: Sudhanshu Shinde