This year, CenturyPly, the manufacturer of plywood and decorative laminates, is celebrating the carpenter’s indomitable spirit, the skill and the commitment to the art and to life at large. This initiative also shows the importance of ‘Dhakis’ in Durga Puja, highlighting the emotion and sentiments of the community.
The company is back with its campaign CenturyPly Heroes, an initiative that started in 2014 to recognise and salute the real heroes without whose contribution the festivities would lose glory.
The carpenter community works relentlessly behind the scenes on any project to meet deadlines. The design aspirations also find their expressions in their exquisite workmanship. Through CenturyPly Heroes, the company reaffirms their commitment towards the betterment of the carpenter community by recognising their efforts and intense passion towards their work.
There are hundreds of carpenters whose inspirational stories motivate the company 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 shot by Resolution who in turn roped in artists like Rudranil Sengupta and others to act in the film.
The short film will be promoted through CPIL Website, social media assets, YouTube and 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.
Sanjay Agarwal, Managing Director of CenturyPly, said, “We are extremely delighted to announce the advent of CenturyPly Heroes 2019. Continuing the tradition, this year 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 mesmerise 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 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.”