Greenpanel MDF has launched its new ad film starring Delhi Capitals cricket stars David Warner, Prithvi Shaw and Manish Pandey.
Conceived by the Gurugram office of L&K Saatchi and Saatchi, the campaign film captures the three stars on and off the field in candid moments of sadness, frustration and rage.
Leaving the viewer wondering if they are upset with a slump in performance or just got a dressing down from the coach. Just when the audience is wondering why they are behaving in this strange manner, a voice comes in and explains that if they’ve made their furniture without Greenpanel MDF, they would be upset too.
Arvind Joshi, VP, Marketing – Greenpanel, said, "As a team, we're thrilled to embark on our first-ever massive consumer outreach under the leadership and vision of our MD and CEO, Shobhan Mittal. We're excited to bring Greenpanel to the forefront of consumer consciousness with our first-ever above-the-line approach. The timing couldn't be better, as we align ourselves with the excitement of the IPL tournament and our principal partnership with the Delhi Capitals team. We feel our TVC is truly remarkable - standing out amidst the clutter of advertising during this highly competitive season. We're confident that this campaign will make a lasting impression on our customers and are excited to see the impact it will have. Our endeavour, at the end of the day, is to make Greenpanel synonymous with MDF."
Rohit Malkani, Joint National Creative Director, L&K Saatchi and Saatchi said, “While it’s always fun to do an IPL film for a brand, doing it on the heels of the pitch was even more exciting. Being the leader in the MDF category, the task set out for us was simple, make Greenpanel synonymous with MDF such that the two words are almost used interchangeably! With the Greenpanel film, we managed to do not just that, but also make people regret their choice of material/wood if they haven’t used Greenpanel MDF!”
Hindol Purkayastha – EVP and head of North and East, added, “The campaign was created in record time as we just won the mandate recently. But the idea was to land a positioning for Greenpanel that we continue through the years. Thus with “MDF ka doosra naam”, we already have a positioning that resonates to the market leader positioning for us. The team is excited and we are already looking at newer ways to strengthening the positioning in the category.”
The campaign will be promoted on platforms like television, print, outdoor, digital and social.
VP Marketing: Arvind Joshi
Marketing Team: Manesvi Rohatgi and Kartikey Ambardar
CEO: Paritosh Srivastava
CSO: Snehasis Bose
Jt NCD: Rohit Malkani
Creative Team: Vikas Gaur, Sunil Bhandari, Aritra Das
EVP - North and East: Hindol Purkayastha
Account Management: Amitabh Sreedharan, Benny Thomas, Sweta Agarwal
Strategy: Neeraj Sharma
Production: Chrome Pictures
Producers: Daniel Amanna and Nitita Singh
Director: Aman Rai