India – CenturyLaminates recently launched a new campaign in collaboration with Wunderman Thompson India to promote its latest laminate range to consumers, seeing it as a way to bring fashion back into the design of home furniture and decor. The ad was created in collaboration with Bollywood fashion designer Manish Malhotra.
Mr. Malhotra, who has been a presence in the fashion and film industries for three decades, entered the laminate market with the launch of Manish Malhotra's CenturyLaminates, a collection that exudes exclusivity and appeals to high-end consumers. This collaboration allows CenturyLaminates to reposition its competitors who are limited to discussing colors, patterns, textures, and finishes.
CenturyLaminates and Wunderman Thompson have co-produced a film series showcasing the work of Manish Malhotra with the aim of inspiring brand-conscious people and creating buzz in their social circles. The first film in the series, The Video Call, introduces stylish laminate and its potential impact on home aesthetics.
Keshav Bhajanka, Executive Director, Century Plyboards (India) Ltd. “We are very proud and delighted that CenturyLaminates has partnered with designer par excellence Manish Malhotra to offer this range of laminates to our customers. They have witnessed a change. They are looking towards brands to increase their style quotient and enhance their personality. They are in line with global trends and exposed to international styles. Masu.”
He further added, “Century Laminates by Manish Malhotra introduced a designer of this stature to the laminate category for the first time. This trend-forward genre of designer laminates are super cool, super classy, and a must-have to own. It's something we take great pride in, and could best be described as fashion for furniture.Discerning customers, interior designers and architects, like painters and sculptors, combine these laminates. You will use your imagination to create your own masterpiece.”
meanwhile, Arjun Mukherjee, Vice President and Senior ECD, Wunderman Thompson, Kolkata “Manish Malhotra is synonymous with cinema and fashion. Films emphasize this association in people's minds and make them look forward to new haute couture collections. We noticed that MM was the first to create fashion for furniture. There comes a moment when the penny drops.”
Mr. Vijay Jacob Palakal, Managing Partner, East and South, Wunderman Thompson IndiaMr. We are confident that this campaign, including the film, will bring about a paradigm shift in the laminate purchasing process, firmly establishing CenturyLaminates as the first choice in the minds of consumers and as a leader in the industry. will strengthen its position.”
