With Greenlam laminates, 'Mahaul Sundar toh Khayal Sundar' – even for netas

The new TVC, conceptualised by Prasoon Joshi and his team at McCann, has used the current political scenario to present the brand in a rejuvenating manner

BestMediaInfo Bureau | Mumbai | October 17, 2013

Click on the image to watch the TVC.

Greenlam Laminates, India's largest interior infrastructure company with a presence in over 100 countries, has launched its new brand campaign, 'Mahaul Sundar toh Khayal Sundar'. Greenlam has been known for producing clutter-breaking ads with mass appeal. The new TVC, conceptualised and created by Prasoon Joshi and his team at McCann Worldgroup India, has used the current Indian political scenario to present the brand in a rejuvenating manner.

The TVC takes forward Greenlam's brand message 'Zamane ko Sajana hai' which was launched last year with Saundarya Premi, the bestower of beauty.

The pull of the TVC is the breath of fresh air and positive hope it emits in the midst of political storms, corruption and economic instability. It successfully narrates the transformation of politicians into patriotic leaders with oaths to create a better and thoughtful India soon after they enter an assembly hall renovated by Greenlam's decorative laminates. The TVC smartly passes on the message that when one's surroundings and interiors are beautiful, it automatically triggers positive thoughts in one's life. The jingle used in the TVC is also very melodious and catchy with a mass appeal.

Alex Joseph, VP - Marketing and Communications, Greenlam Laminates, said, “Greenlam Laminates has taken a leap forward from its last year's 'Zamane ko Sajana hai' campaign which goes on to evoke beautiful, positive and refreshing thoughts amongst the masses. Our belief that beautiful surroundings lead to happy thoughts has been highlighted in the TVC in a satirical manner. We intend to touch human hearts with emotions of happiness and comfort, thus instilling the need for a beautiful ambience.”

The message of the TVC, 'Mahaul Sundar toh Khayal Sundar', followed by Greenlam's own tagline, 'Zamaane ko Sajaana hai', and the new communication are aimed at generating a positive thought process and thus help create a strong brand recall.

Prasoon Joshi, CEO and Chief Creative Officer, McCann Worldgroup India, said, “This is a special client who allows space for such creative flights for the brand. This ad is a satirical and creative take by the brand, which exaggerates how a product like Greenlam transforms not only your physical being but also transforms your state of mind and thinking. The script carefully takes care of striking a balance between cynicism and humour. Music enhances it to make you really think and question... And it was as usual enriching to work with Ram (Madhvani, film Dirctor).”

The campaign is already on-air across major news and radio channels. The brand campaign was launched on September 30, 2013. The campaign brings along an innovative media strategy which included a 'roadblock' on TV and print innovations in leading national and regional dailies on the launch day.

This kind of brand launch campaign has been tried for the first time and is being perceived as the biggest campaign in this space. Exclusive preview of the TVC was organised on Greenlam's Facebook fan page a day prior to its launch. On the day of its launch, a teaser announcement was scheduled in print, TV, radio and digital space with a caption 'Changing India'. This was strengthened on TV with interesting tickers across major TV channels with a high frequency followed by a roadblock on September 30 evening across 70 channels with the 100-second TVC running across all major channels from 7:50 PM onwards.

A similar strategy was used for radio, where RJs were discussing 'Changing India'. In the digital space, major websites were flooded with 'Changing India' banners.

The campaign will run for four weeks across TV, radio, digital and cinema.

Greenlam Laminates has donated all the furniture – benches and tables that were used in the making of the TVC – to a school through an NGO, Teach For India.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: McCann

Concept and script: Prasoon Joshi

Creative Team: Prasoon Joshi, Sambit Mohanty, Akshat Ghildial, Vivek Singh

Client Servicing: Ranjeev Vij, Nishant Saurabh, Shourabh Verma, Tanveer Hasan

Director (film): Ram Madhvani

Production House: Equinox

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