In its new campaign, Greenply has tried to make consumers aware that if they compromise while choosing the quality of plywood used in furniture then they should be ready to face the consequences.
When it comes to investing in attractive furniture, an average Indian consumer holds nothing back. They gladly spend money on imported veneer and polish. They tighten their purse strings only when it comes to purchasing plywood. It is an impractical thing to do, given that plywood accounts for a small fraction of their total investment. According to the newly launched Greenply TVCs, such an attitude leads to wasteful expense. Customers are encouraged to ask Greenply before making any furniture-related decision.
Each of the three films narrates the plight of people who use substandard plywood to make luxurious furniture. The stories open with the protagonists bragging about their imported veneer and polish. One untoward action through the course of the elaborate praises leads to a complete breakdown of the piece of furniture, resulting in embarrassment.
The films, in keeping with Greenply’s tradition of quirky storytelling, make consumers aware of the hazards of using cheap ply. They tell us that such accidents can happen when we compromise on the quality of plywood. Luckily, Greenply can help us out. As experts in the field, Greenply can guide our choice of plywood. All we need to do is ask.
Sujoy Roy, Managing Partner (Creative), Ogilvy Kolkata, said, “The aim of this campaign is to make our consumers aware of the perils of compromising on the quality of plywood. We want to arrest the customer’s attention with the help of facts and humour. I believe we have created communication that will provoke customers to think!”
Kamal K Mishra, Associate Vice-President & Head of Marketing, Greenply Industries Limited, said, “Plywood accounts for a small portion of the total investment in furniture. Yet if you look at consumer trends, you will see that they are willing to spend on veneers and polishes, but not so much on plywood – the most important component of furniture. The TVCs do a great job in bringing this fact to light. Greenply strives to make consumers aware of plywood’s importance, so that they can identify their needs and prioritise their investments. We have introduced the Ask Greenply platform to provide our customers with relevant information on plywood. All they need to do is ask Greenply. We hope that this TVC will do a great job in spreading the word.”
Client: Greenply Industries Limited
Ogilvy Creative Team: Sukesh Nayak, Sujoy Roy, Dhruv Mookerji, Angad Singh, Partha Pal
Ogilvy Account Management Team: VR Rajesh, Mudassar Hossain, Tamal Ghosh, Nabanita Chatterjee
Ogilvy Planning: Prem Narayan
Production House: Jamic Films
Director: Nikhil Rao
Producer: Mekala Krishnaswamy