India – CenturyLaminates has recently launched a new campaign alongside Wunderman Thompson India, to promote its latest laminate lineup to consumers, angling it as a way of putting back fashion into the design of home furniture and decor. Said ad is made in collaboration with Manish Malhotra, a Bollywood fashion designer.
Malhotra, who has had a three-decade presence in the fashion and film industries, has entered the laminates market with the launch of CenturyLaminates by Manish Malhotra, a collection that exudes exclusivity and appeals to high-end consumers. This collaboration allows CenturyLaminates to reposition the competition, which is limited to discussing colours, patterns, textures, and finishes.
CenturyLaminates and Wunderman Thompson collaborated to produce a film series showcasing Manish Malhotra’s creations, aiming to inspire brand-conscious individuals and create a buzz in their social circles. The first film in the series, titled ‘The Video Call’, introduces stylish laminates and their potential impact on home aesthetics.
Keshav Bhajanka, executive director at Century Plyboards (India) Ltd., said, “I am so proud and delighted that CenturyLaminates has tied up with Mr Manish Malhotra, a designer par excellence, to bring this range of laminates to our customers. Over the last few years, we have been witnessing a sea change in customer behaviour & lifestyle. They are looking at brands to amplify their style quotient and enhance their personality. They are aligned with global trends and exposed to international styling.”
He added, “CenturyLaminates by Manish Malhotra introduces a designer of this stature into the laminates category for the very first time. This trend-beating genre of designer laminates – uber cool, super classy and a pride to own – is aptly described as Fashion for your Furniture. Discerning customers, interior designers and architects will now be like painters & sculptors – mixing & matching these laminates, making their imagination run wild as they create their own masterpieces.”
Meanwhile, Arjun Mukherjee, VP and senior ECD at Wunderman Thompson, Kolkata, commented, “Manish Malhotra is synonymous with films and fashion. The films play up this association in the minds of people, making them expect to see the new couture collection. The penny drop moment happens when you realize that for the first time ever MM has created Fashion for your Furniture.”
Vijay Jacob Parakkal, managing partner for East and South at Wunderman Thompson India, said, “The selection of laminates is predominantly guided by the aspects of design and colour, with brand playing a comparatively lesser role. We are positive that this campaign, including the very captivating films, showcasing the remarkable range of CenturyLaminates by Manish Malhotra will bring about a paradigm shift in the laminate purchasing process. By doing so, CenturyLaminates will be firmly established as the foremost choice in consumers’ minds, solidifying its leadership position in the industry.”
