Category: MARKETING

By A Correspondent

Greenply Industries Limited (GIL) has kicked off its Ask Greenply campaign with the launch of three new TVCs titled ‘Nayi Maa’, ‘Dhongi Baba’ and ‘The Couple’. In a clear shift from the oft-repeated 20-year ‘durability’ and ‘strength’ proposition in plywood category communication, the TVC nudges the viewer in entertaining ways to ask questions on plywood so that they might take informed buying decisions. The TVCs have been created by Ogilvy & Mather and is on air across channels.

As evidenced by web searches, people are particularly concerned today about weight loss, better shape, life guidance, and companionship. They are always seeking more information and solutions to these pressing questions. Similarly, as living standards in India improve, home owners are increasingly seeking a bigger, better and more glamorous home. The impact of this change can be felt across several categories such as paints, home appliances and especially interior décor. A silent but dramatic movement has recently been seen in the world of plywood and its associated by-products which are now playing a far larger ‘lifestyle’ role in homes. There are myriad plywood options tailor-made to suit specific purposes. However, potential home owners are oblivious to the variety of plywood and its usage. The campaign is directed to enthuse this growing volume of customers who prefer being ‘enlightened’ in all sorts of way before making a purchase.

The campaign is designed to reinforce the thought leadership position of Greenply in the plywood category since the engendering of interest in the customers’ psyche will positively impact the sector in general. At the same time, while there is more technology and feature-richness in Greenply products, there is a need for customers to discover more about these aspects to buy the right products with correct technical consideration.

Viewers generally like a humour angle in a message so that there is a viewing reward at the same time as a product message gets delivered. The humour in this case is tongue-in-cheek in nature, while the product benefits appear at the end in a subtle way. A series of entertaining TVCs brings alive this concept through awkwardly humorous situations where an uncomfortable question has no correct answer.

Kamal K Mishra, Associate VP & Head Marketing at Greenply Industries ltd. said “We believe that Greenply must act, feel & behave like a category leader. As leaders, we must guide the customer such that he makes better brand & product related decisions.  ‘Ask Greenply’ will give birth to a new breed of demanding & educated customers which will positively impact the overall category.”

Mudassar Hossain, Vice President, Ogilvy & Mather, Kolkata says “Research shows that consumers purchasing plywood are disinterested & clueless about what they buy. At best, they ask the same boring set of questions such as ‘Will it last long?’, ‘Is it borer termite proof?’ & at their worst, they blindly follow suggestions of their carpenter or interior decorator.”

Sumanto Chattopadhyay, Executive Creative Director, Ogilvy & Mather, South Asia said, “Most campaigns try to get consumers’ attention by telling them something about the product. What’s unique about this campaign is that it doesn’t tell you anything about the product. Instead it provokes you to ask questions. It’s a great strategy in a category where brands struggle to rise above commoditisation. What makes it all the more effective is that the brand is fully geared up to answer those questions. Ultimately, knowledge is strength. It’s the basis of a durable relationship between the brand and its consumers.”