Plywood and veneer company, CenturyPly has launched a web video to not only connect with its consumers' but also to spread awareness and educate them on the choice of quality waterproof ply. The web video for it mass product segment brand Sainik 710 educates and creates awareness amongst the consumers to distinguish between regular self-proclaimed water resistant plywood and Sainik 710 waterproof plywood.
The company reasons that plywood is shifting from being a commoditised product to a more consumer product, but it lacks the involvement of the consumer while choosing the product. Consumers' more often than not focus on cost as compared to quality and thus end up purchasing regular products available in the market which makes spurious claims to be water-resistant. Through this video CenturyPly intends to highlight the misconception between water-resistant ply and waterproof ply. It focuses on the importance of waterproof plywood, as longevity and quality depends on this.
The digital film on Sainik 710 ply shows how customers should insist on a good quality plywood and how every minute detail matters. The web video will be promoted via CenturyPly's official website, and other social media assets.