In a category that rarely makes headlines, Century Plyboards has steadily built its reputation on trust, consistency, and long-term relationships. But behind that quiet strength lies a communication function that has evolved from being reactive and execution-led to becoming a strategic driver of brand narrative and leadership voice.
In conversation with Adgully, Rupa Das, Asst General Manager - PR & Programmes, who has led PR at Century Plyboards for over a decade, reflects on this shift, from chasing responses to shaping reputation, from product-led messaging to human-centric storytelling. She also shares how internal belief fuels external credibility, why simplicity is the most underrated communication tool, and what it really takes to build trust in an “under-told” category.
Having led PR at Century Plyboards for over a decade, how has the role of public relations evolved within a legacy manufacturing brand?
When I started my journey in PR at CenturyPly, the function wasn’t seen as a strategic priority. It was largely reactive, driven by agency-led opportunities, where our role was to coordinate internally, gather inputs, and close the loop with the media.
A big part of my role was chasing responses and aligning stakeholders. It was execution-heavy, and the value of PR wasn’t always immediately visible internally.
Over time, PR has evolved into a strategic function. It now connects business priorities with storytelling, builds leadership voice, and shapes brand reputation.
Today, it is about reputation architecture. A legacy brand like ours carries trust equity, but that needs constant tending as the audience expands beyond trade to dealers, architects, designers, and even young talent.
The shift I’ve focused on most is inward. If your 5,000+ employees are not the first believers, external PR will not hold.
In industries like plywood and building materials, where products are not inherently “glamorous,” how do you craft narratives that stay relevant and engaging?
I don’t see the category as non-glamorous. I see it as under-told.
The shift is from product to people and purpose. Behind every board is a story. A home being built, a dealer’s reputation, a consumer’s trust.
What changed my understanding of PR was looking at the people who stayed. Dealers who have been with us for 25 or 30 years, employees who built their careers here, suppliers who grew alongside us.
That is not a transaction. It is a relationship. When you capture those journeys, you are not doing product communication anymore. You are documenting something far more meaningful.
In an “unglamorous” industry, the human layer is the glamour. You just have to know where to look.
You’ve worked closely with CXOs and business heads. How do you ensure alignment between leadership vision and external communication during critical moments?
I spend time understanding how leaders think, what they prioritise, and how they interpret risk. That context becomes critical when communication needs to move fast.
I rely on upstream conversations. Understanding what leadership wants the market to feel before translating it into communication.
Alignment is not just about approvals. It is about shared context. When I understand why a decision was made, I communicate it with conviction. And conviction travels.
Reputation management becomes crucial during business-sensitive situations. What frameworks do you rely on to respond quickly while protecting long-term brand equity?
My starting point is simple. What is the truth, and can we stand behind it?
The framework has three layers. First, internal clarity. What happened and what is being done. Second, stakeholder sequencing. Employees before the media. Third, message simplicity. One clear, honest line.
Brands often damage themselves through over-explaining. Long-term equity is protected by consistency of character, especially in sensitive moments.
Internal communication is often underestimated in PR. How do initiatives like leadership forums and cultural programs strengthen the overall brand narrative?
Internal communication is the foundation of external credibility. If employees don’t believe the story, the market will see through it. At CenturyPly, initiatives like one-to-one conversations, townhalls, and culture programmes build trust and ownership. When an employee says “my company actually cares,” that is PR no budget can buy.
Over time, communication stops being forced and starts being lived. That is brand-building from the inside out.
With fragmented media and shrinking attention spans, what makes a story stand out enough to earn credible coverage today?
Clarity and credibility.
The media does not need more information. They need sharper stories. A story works when it has a clear point of view, real substance, and connects to a larger insight.
Simplicity matters. If it takes too long to understand, it gets ignored. Less but done right, always works better.
How do you balance consistency in brand messaging while adapting communication for different stakeholders across regions and functions?
Consistency comes from intent, not identical language.
The core message remains the same, but expression changes with the audience. Dealers, architects, employees, and media all connect differently. It is one story, told in many voices, without contradiction.
Looking ahead, what skills should young PR professionals build if they want to thrive in an increasingly complex and fast-moving communication landscape?
Three things matter most.
AI is reshaping how content is made, but the fundamental skills like making people feel something true, will never go out of style.
Along with this, adaptability is critical. The landscape will keep changing, but those who stay curious and grounded will continue to grow.
And one more thing, credibility is your biggest asset. Never forget that. Protect it from the very beginning of your career.
