Century Ply says it has created virus-free television news channel studio

Manufacturer, seller and exporter of plywoods and veneers, Century Ply, through extensive research, says it has created a sustainable solution for its customers by addressing one of the pivotal issues, the fear against the virus.

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Century Ply says it has developed a form of nanotechnology, grained on the surface of plywoods and laminates, which terminates the virus that meets it. Thus was born Virokill — India’s first anti-viral Laminate and Ply, which kills 99.99% virus.

Keshav Bhajanka, Executive Director, Century Plyboards, said, “The multi-media campaign Raho Befikar was to reach out to all the three key stakeholders — trade, influencers (architects/interior designers) and the end consumers. We were delighted when Lodestar UM suggested that the cutting-edge technological innovation Virokill could be enhanced through innovative but apt contextualisation to drive home the product efficacy.”

Broadcast journalists have been the front line workers, bringing home news and analysis from across the country and the world. However, they are the ones, who are exposed to the threats of this deadly virus.  Century Ply through Virokill could make workplaces safer. The company joined hands with CNBC TV18, a business news channel, and developed India’s first virus-free news studio with Century Ply’s Virokill.

"This is a media first," said Anindya Ray, Senior Vice-President, Lodestar UM.

"When we approached CNBCTV18 with this proposal, the contextualisation manifested into this path-breaking yet simple idea. CNBCTV18 readily came on board, and the rest is history.

“We started using a virus-free news studio to develop content that allowed us to share the idea with the global audiences. Both long and short-format content was created, to tell the story and efficacy of Virokill.”

Long-format shows looked at the challenges of urban India in fighting the pandemic from infrastructure, real estate, home-building perspective, and brought together town planners, interior designers along with Century Ply senior representative to think, ideate and discuss newer and safer ways of urbanisation.

On the heels of successfully converting the CNBCTV18 news studio virus-free, they have forged partnerships with India's other media brands like Republic Network, Times Network as well as also Radio Mirchi, Red FM, Radio One, Big FM and several others.

Across media partners, both long and short-format snackable content was developed, through news wheels, interstitials, stings, etc., to ensure maximum audience reach.

The TVC:

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