Greenply Industries Limited has launched a short film ‘The Table’ as a part of its festive campaign. The short film stars Dhritiman Chatterjee and Zarina Wahab in the lead. The hashtag of the campaign is #YahanRishteBasteHain.
Talking about this campaign, Sanidhya Mittal, Joint Managing Director, Greenply Industries Ltd said: “Greenply is a brand that has care at its core. The brand acts as a fulcrum of activities in a family. With its durability and quality as core promise, the brand remains with the family for the longest period and slowly becomes the part of a family than just a piece of a furniture. Through this campaign we want to connect emotionally with our audience and bring out the role which our brand plays in the consumers’ life.”
Greenply Industries Limited has launched its brand campaign to highlight the risk of formaldehyde emission from plywood and showcase Zero Emission (E-0) product range. The TVC campaign has been created by Ogilvy India featuring Boman Irani in the lead.
Said Sanidhya Mittal, Joint Managing Director, Greenply Industries Ltd: “There has been a significant change in the consumer buying pattern. People are more focused on maintaining a clean environment inside their homes as well. The campaign is all about creating awareness on what E-0 emission stands for. The commercial operates in the space of humour to strike a chord with our target audience. With increasing awareness about the harmful consequences of air pollution on human health, consumers today are extremely concerned not only about their external environment but also about the Indoor Air Quality where they live. The rising concern pushed us to come up with this innovation.”
Added Sujoy Roy, Executive Creative Director, Ogilvy: “Musical banter is one of the oldest forms of creative expressions. It makes the intended message more memorable simply by being engaging, lyrical and humorous. We thought that a comic dialogue leading to a conversation on formaldehyde emissions might just be the way to reach out to homeowners, across social, cultural and class identities. We couldn’t think of anyone better than Boman Irani for the role. His presence, not to mention his inimitable brand of humour, adds a touch of domestic familiarity to the campaign.”
Greenply Industries Limited has launched its new set of TVC campaign ‘Khud bane Ho Toh, Greenply Banta Hain’. The TVCs, which celebrates the resilience of human spirit, have been created by Ogilvy India and is directed by Shoojit Sircar.
Said Sanidhya Mittal, Joint Managing Director, Greenply Industries Ltd: “We at Greenply understands what it takes to make it on one’s own. As our brands philosophy we always appreciate the length to which individuals go to fulfill their dreams. This campaign is a salute to those self-made people and their indomitable spirit.”
Added Sujoy Roy, Executive Creative Director, Ogilvy India:”The campaign is a tribute to the undefeated resilience of humanity. The characters are people we can easily relate to. We feel their frustrations because we have all been in their shoes. That’s why their hope is our hope. The mood of the campaign gets succinctly translated into the familiar Tagore song we hear at the end. The message is clear: walk the solitary path even if no one comes to walk with you.”
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.
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.â€
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.â€
Sumanto Chattopadhyay
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.â€
