The new TVC has been conceptualised by Ogilvy & Mather and adds a refreshing perspective to the brand
Shachi Tapiawala | Mumbai | February 28, 2013
Interior infrastructure leader Greenply Industries has rolled out a new campaign, ‘Forever New’, to add a refreshing perspective on timelessness and triumph of its Greenply Plywood brand. The new TVC, conceptualised by Ogilvy & Mather, is an unconventional take on the brand’s core proposition of durability, with a cinematic portrayal of success, doubt, triumph and hope. The commercial went on air on February 20.
The earlier TVCs of the brand were built on the same proposition, such as the Sardar Kid, After Lifetime Rebirth, Courtroom, Different Stages Within Same Life Span, Always Hoyenga and The Only Thing That Is Sure To Last campaigns. The objective of the new TVC is to reinforce ‘durability and longevity’ as the core brand proposition, create a distinct emotional flavour and personify the brand, thus pitching it a couple of notches higher than the earlier TVCs.
Speaking on the new TVC, Anamika Nath, AVP – Marketing, Ply and Board Division, Greenply Industries, said, "We have retained the proposition of durability, which is a category benefit, and with which Greenply Plywood is strongly associated. But we have tried to create a distinct emotional flavour by personifying the brand. The magician and his box together communicate the core promise of timelessness.”
The advertising strategy hook includes casting Bollywood actor Arjun Rampal who plays the protagonist ‘Shaurya’, a promising magician who started his career from being a small-time village magician and rose, by his exceptional skill, to being an internationally famed magician, captivating audiences throughout the world. The TVC narrates the story of Shaurya, his journey, his accomplishments, the hurdles in his life and ends with his supreme triumph and the special relationship with his magic box. The tagline, ‘Forever New’, means never growing old and remaining forever victorious, the same reflecting on the brand’s endeavour to make premium quality, superior, durable products.
Explaining the idea behind the campaign, Sumanto Chattopadhyay, Executive Creative Director, Ogilvy & Mather, said, “The brand Greenply Plywood has been build around the factor of durability and we have taken the liberty of adding a creative twist in the commercial. Greenply Plywood is one of the few commercials which have created a brand by communicating and building up on the durability category. Hence we retained the proposition of durability, which is a category benefit and with which Greenply is strongly associated. We are promoting the brand primarily through television commercials and outdoor media.”
“We chose Arjun Rampal to endorse this commercial as his face can communicate various phase of life – from a small town village magician to a sophisticated personality which can appeal to the consumer,” Chattopadhyay added.
The commercial is a collaborative project of Ogilvy & Mather, Joshua Tree Films, the Production House, Marc Wilkins, the ad film Director, Shetu, Director of Photography, Niharika Khan, Chief Costume Designer, Vikram Gaekwad, Chief Make-up Consultant, and Rupert Fernandez, Music Composer.
How do other creative leaders see the campaign?
Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot India, commented, “Keeping the target group in mind, I find the commercial quite entertaining and the production values are fantastic. I feel if they had taken an actor who is more established, like SRK or Boman Irani, or any stage actor, it would have established a better connect. But as far as the communication goes, I feel they have nailed it bang on! On a scale of 1 to 10, I would rate the TVC a 7.”
Satbir Singh, Managing Partner & Chief Creative Officer, Havas Worldwide India, said, “I quite like it. Greenply Plywood has been buying great work. I still remember the ‘Savitri’ advertisement. In this commercial, Arjun Rampal was a surprising cast and works very well. I’d easily give this TVC a 7.5 on a scale of 1 to 10.”