'Beauty is what beauty does,' reiterates Century Plyboards
The brand has shined the spotlight on acid attack victims as part of its Century Ply Heroes campaign by Wunderman Thompson
Century Plyboards (India) Ltd. has celebrated the real ‘heroes of life’ with its campaign ‘CenturyPly Heroes’ 2023.
After the Alzheimer’s Campaign last year, CenturyPly and CenturyLaminates are back with a campaign on Acid Attack Survivors to educate the audience about the importance of inner beauty especially when one's outer beauty is forcefully tarnished.
"Beauty encompasses more than just external appearances; it also resides within a person. This year, CenturyHeroes is dedicated to celebrating the incredible resilience of acid attack survivors, who have endured life-altering experiences that have affected their facial appearance. Despite these challenges, they embody true heroism by displaying incredible strength and showcasing their inner beauty, serving as a source of inspiration to all. CenturyPly and CenturyLaminates align with the ethos that true beauty stems from one's actions and character," said the brand.
Approximately 250 cases of acid attacks are documented annually. Shockingly, 60% of these incidents go unreported, shedding light on the scale of underreporting. Furthermore, a staggering 76% of the attackers have a known connection to the victim. Despite the profound tragedies, numerous survivors of acid attacks have demonstrated incredible resilience, transforming their adversity into strength and becoming powerful sources of inspiration for those in their communities. This transformative journey is beautifully depicted in the CenturyHeroes film.
To further strengthen the campaign, CenturyPly has associated with Brave Souls Foundation and has aided in rehabilitating 5 acid attack survivors.
Owing from with main essence of CenturyHeroes, CenturyPly continues to pay tribute to its trade community of carpenters, architects and interior designers who are not only the creative craftsman of a home but also a source of heartwarming happiness.
Conceptualized by Wunderman Thompson and created by Visual Audio, the film depicts an emotional narrative between an acid attack survivor and a young girl who is conscious about her face.
