NEW DELHI: To support the community of broadcast journalists and other content creators during the Covid2019 pandemic, Century Ply has transformed the CNBC news studio into a virus-free zone with its new product Virokill. The sustainable solution was developed using nanotechnology to terminate pathogens from surfaces of plywood and laminates.

The brand has now forged partnerships with India's top media brands like Republic Network, Times Now Network as well as Radio Mirchi, Red FM, Radio One, Big FM, and several others. 

Century Plyboards ED Keshav Bhajanka commented, "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 Virokill could be further enhanced through innovative but apt contextualization to drive home the product efficacy.” 

Lodestar UM SVP Anindya Rai added, "This is a media-first initiative. When we approached CNBC with this proposal, the contextualisation manifested into this path-breaking yet simple idea. CNBC readily came on board, and the rest is history,"

He continued, "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 representatives to think, ideate and discuss newer and safer ways of urbanisation."