Century Ply, one of the biggest plywood and veneer brands in the country was sitting pretty on its branding laurels when Mayurakshi got associated with it. However, our very first venture with the brand was a challenging one.
Veneer is a thin decorative covering of fine wood applied to a coarser wood or other material. It is a premium product with a niche positioning. Century Ply’s veneer division, Century Veneers, wanted to target the top architects and interior designers of the country, along with some chosen patrons from the upper class and the upper middle-class demography. They were looking for a creative solution to not only reach the TG, but to delight them as well – thus, turning them into brand loyalists.

Solution & Impact

We knew from the onset, that in order to touch the chords of our specific target segment, we had to come up with something that embodies the nuances and even the physiognomies of the said audience.
Hence, we created “Elements & Anecdotes of a City” - a Coffee Table Book/Diary consisting of various facets of a chosen city, curated from the perspective of an architect/designer. The book boasted of a large assortment of unique and rare images of the city coupled with write-ups that celebrated the city as an architectural wonder. The images and information contained the book, which was the result of an enormous amount of research done by us, and the way it was curated, garnered an immediate positive response from the community.


The coffee table book was such a big success that it has now become a collector’s item. The book was extremely well-received by the target group and the brand engaged us for collaboration on further similar projects.

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