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CenturyPly is back with CenturyPly Heroes 2019; Celebrating the indomitable spirit of the carpenters
MUMBAI: In a bid to reiterate the commitment towards excellence, CenturyPly, the largest manufacturer of plywood and decorative laminates, is back with its annual award-winning campaign CenturyPly Heroes.
This is an initiative at the company’s end, started in 2014, to recognise and salute the real heroes without whose contribution the festivities would lose its glory. This year, the company is celebrating carpenter’s indomitable spirit, the skill and the commitment to the art and to life at large. This initiative also confers with the importance of ‘Dhakis’ in the Durga Puja highlighting the emotion and sentiments of the community.
The carpenter community works relentlessly behind the scenes on any project to not only meet deadlines but also the design aspirations find their expressions in their exquisite workmanship. Through CenturyPly Heroes, the company to reaffirm their commitment towards the betterment of the carpenter community by recognizing their efforts and intense passion towards their work.
There are hundreds of carpenters, whose inspirational stories motivate us to see the brighter side of life. Their invincible spirit and tireless hope often align the universal forces to transform their virtually impossible beliefs into beautiful realities. Celebrating this determination, the company has curated a short film and will invite people to watch, like, share a short film hashtagged #CPHeroes on its Facebook page, CenturyPlyOfficial, and on its YouTube page, CenturyPly1986. This is a conscious effort at CenturyPly’s end to engage more people with the carpenter to appreciate and respect their contribution and commendable artisanship, in reality.
The film has been timed very well with the advent of the festive season and has surfaced itself as a poignant content amongst the target audience. The film has been shot by Resolution who in turn roped in popular, renowned artists like Mr Rudranil Sengupta and others to act in the film.
The short film will be promoted through CPIL Website, social media assets, YouTube & other publisher’s site. To reach out to the carpenter community and recognise their worth, the video will be shared with CenturyPly’s all empanelled carpenters, contractors, dealers, distributors and employees.
Commenting on the launch of the campaign, Mr. Sanjay Agarwal, Managing Director of CenturyPly said, “We are extremely delighted to announce the advent of CenturyPly Heroes 2019. Continuing the tradition, this year also we aim to touch the lives and add warmth to the real heroes behind all the glitz and glitters of festivals. The carpenters’ are an integral part of our industry and they keep inspiring us with their strong inner self and mesmerize us with their artistic workmanship. We, at CenturyPly, being a part of the industry, feel responsible to highlight their unwavering and restless attitude. I hope that people from varied walks of life identify the messaging that we have intended to maintain throughout these years and able to connect with the craftsmanship of these carpenters better than before.”
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Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
