IPL 2021: Century Ply continues association with the Tournament

April 14, 2021 | By : Devaanshi Singh
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In continuation to its second-year association with the Indian Premier League, Plywood, laminates and veneers brand, Century Plywood has launched Firewall technology in its Architect Ply and Club Prime range during IPL 2021.

The Technology comes from the consistent strenuous efforts of original research work by the organization. With this association, the brand aims to reach the audience all across the country and target upwardly mobile households and consumers above 30 years.

Keshav Bhajanka, Executive Director of Century Ply commented, “We are deeply concerned about the rising incidences of fire across our country, and have decided to focus on what can be done to address this issue so that our customers continue to derive peace of mind from this solution. We wanted our film to assimilate that Firewall technology contains fire spread and smoke generation, and gives the customers crucial time to act.”

According to a press release, Firewall technology involves the use of nano-engineered particles, that are further embedded in the polymer matrix of plywood,  which makes it have the best-in-class firefighting properties. Whereas, if ordinary plywood gets ignited once, it will be destroyed quickly and will also become the medium to spread fire rapidly.

CenturyPly now enriched with Firewall technology is certified as the best-in-class by Indian Standards (IS 5509), British Standard (BS476 Part 7), and American Society for Testing Material (ASTM E84). When measured against critical parameters like flammability, a smoke-developed index, spreadability, and penetration.

With its Firewall Technology, CenturyPly is prepared to fight against self-disintegration due to fire and also to contain the spread of fire along with smoke generation. This helps in rescue operations, allowing time for its consumers to save their lives or call for emergency help.  Once the source of fire is removed it also acts to self-extinguish the fire.

The brand has launched the new commercial in association with film production agency Eeksaurus. The film was conceptualised and scripted by creative agency Walter Thompson. The ad film perfectly captures the extraordinary capacity of CenturyPly Firewall plywood to contain the spread of fire.

Century ply is not the only company to use advertisement campaigns during IPL 2021. Companies like Upstox and CRED have also been using the tournament to gain a wider viewership. The commercial film is all set to be aired on television, digital, publishers, OTT, and trade channels to ensure that the consumers are aware of this pioneering advancement brought to the wood panel industry by CenturyPly.



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