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The ‘Ask Greenply’ campaign breaks the mould in plywood advertising

Ogilvy & Mather, Kolkata has created three TVCs with a touch of humour as part of the ‘Ask Greenply’ campaign which is a clear shift from the two-decades-old positioning of the brand

BestMediaInfo Bureau | Delhi | June 17, 2015

Ask-Greenply Click on the image to watch the TVC.

Greenply Industries is all set to unveil its integrated breakthrough ‘Ask Greenply’ campaign. The three TVCs, titled ‘Nayi Maa’, ‘Dhongi Baba’ and ‘The Couple’, of 30-seconds, will go on air from June 18. In a clear shift from the 20-year-old ‘durability’ and ‘strength’ proposition in plywood category communication, the TVCs nudge 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,Kolkata.

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. It is a part of almost every room of our house – from dressing rooms to modular kitchens to bathrooms to ‘puja ghars’. There are myriad plywood options tailor-made to suit specific purposes. However, potential homeowners are oblivious to the variety of plywood and its usage. The campaign is aimed at reaching out to this growing volume of customers who prefer to be ‘enlightened’ 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. Thus,‘Ask Greenply’ is expected to exhort designers, artisans, reviewers and end-customers to seek answers.

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

Mishra added, “To support such customers, we have developed our backend from scratch with a new call-centre, a new site and shot several product videos that demystify products. They will get to know of this campaign right across media from TV, print, digital, retail, etc.”

Sumanto Chattopadhyay 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.”

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, 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.

The three TVCs bring alive a humorous situation where an uncomfortable question has no correct answer. Greenply chooses this awkward moment to introduce an unexpected ‘plywood related’ question suggesting that answers come much more readily if one chooses to ‘Ask Greenply’. The sign-off encourages customers to either log into with their own plywood question or call directly at 1800-103-4050.

Mudassar Hossain, Vice-President, Ogilvy & Mather, Kolkata, said, “Research shows that consumers purchasing plywood are disinterested and 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?’ and at their worst, they blindly follow suggestions of their carpenter or interior decorator.”

Jit Lahiri, Senior Planning Director, Ogilvy & Mather, Kolkata, said, “The challenge for us was to create communication that increases consumer involvement. We want him to ask any question that might occur in his mind. As a result there will be a ready repository of questions & answers that serve as a reference for anyone planning to do up his or her house. The advertising strategy works on a smart premise … while you might not always have an easy answer to every question, when it comes to plywood you can always ask for Greenply.”

The campaign will run across television, print, OOH, digital, cinema and social media.

The TVCs:





Client: Greenply Industries

Marketing Team: Kamal K Mishra, Subhojit Nandy, Abin Bhattacharya

Agency: Ogilvy & Mather, Kolkata

Creative Team: Sumanto Chattopadhyay, Sujoy Roy, Anirban Guha, Arnab Manna

Account Planning: Jit Lahiri

Account Management: Mudassar Hossain, Pradipta Roy, Amrita Basu, Toshita Agarwal

Production House: Soda Films

Director: Rajesh Krishnan

Producer: Ameya Dahibavkar

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