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Greenply's promise of being there in the future world

Developed by its longstanding agency Lowe Lintas, the TVC acts as a kaleidoscope of futuristic situations

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Greenply's promise of being there in the future world

Greenply's promise of being there in the future world

Developed by its longstanding agency Lowe Lintas, the TVC acts as a kaleidoscope of futuristic situations

Neha Saraiya | New Delhi | December 21, 2011

publive-imageGreenply's brand new campaign aims to give a fresh and contemporary approach to the 'durability' factor. Conceived by Lowe Lintas -- the agency that has been handling the business for almost a decade now -- the objective of the campaign is to break the format and redefine the plywood category. Notably, Greenply has strongly owned the space of durability; however, at this point it needed to break itself from the current positioning with a peep into the future.

Accordingly, the TVC depicts events, situations and things that may happen in future. Like 'eating a cake would not lead to an increase in weight' or 'cars will run on water instead of petrol'. The film interestingly weaves such intriguing possibilities with the fact that no matter what, this plywood would always be there to witness these future possibilities. The issues addressed in the TVC are not only a mirror to the future but also connect with the audiences. To augment the futuristic situations, the tagline 'Always hoyenga' in the form of a background jingle sharply expresses the brand's promise of longevity.

Giving an insight on the communication's new take on durability, Amer Jaleel, National Creative Director, Lowe Lintas, said, "Basically the traditional campaigns of Greenply have been about longevity as it's a generic thing. However, this time our focus was to bring the plywood category up close to the consumer. It's a simple concept rendered in a populist kind of way.“

In order to make to make a low involvement product remain top of mind among consumers, the TVC also effectively uses a hummable jingle tuned by Sameeruddin. The campaign has been rolled across various media including digital, and has built a lot of hype through outdoor teasers.

The 50-second film has been directed by Ram Madhvani of Equinox films.

The TVC:

Credits:

Agency: Lowe Lintas

Creative: R Balki, Amer Jaleel, Shriram Iyer, Neeraj Singh, Rishi Chandana

Business: Syed Amjad Ali, Hindol Purkayastha, Gaurav Pathak

Production house: Equinox

Director: Ram Madhvani

Neha@BestMediaInfo.com

Info@BestMediaInfo.com

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