Campaign India Team
Nov 30, 2023

Greenlam Laminates unveils a tale of generational harmony

Watch the film conceptualised by Dentsu Creative here

Greenlam Industries has rolled out a campaign 'kuch mera, kuch tumhara' (something mine, something yours), to showcase its product portfolio. 

 

Conceptualised by Dentsu Creative, the film captures the synergistic journey of a father and daughter as they collaboratively shape a stunning home tailored to their distinct tastes. When selecting laminates, their divergent opinions underscore the generational contrasts in preferences, yet highlight a shared objective—to fashion an extraordinary living space. The allure of creating exquisite living environments lies in the finesse of negotiating harmony amid differing viewpoints. Greenlam Laminates assures that, amidst diverse individual choices, the end outcome will invariably be a exquisitely crafted home, a testament to the brand's grasp of the overarching vision.

 

Parul Mittal, director, Greenlam Industries, said, “At Greenlam, our endeavour is always to understand the pulse of our consumers, keep up with the changing needs & trends to make the transformational journey of building a house, more delightful for them. In continuation to our last year’s campaign hinged on the insight that the journey to a beautiful space is travelled with companions and partners that arrests disagreements. The dream of your unique space is only fulfilled on those negotiated grounds giving birth of “Kuch Mera Kuch Tumhara”. The campaign beautifully mirrored our consumer’s behaviour while showcasing our range that equips them to fulfil their dreams. This year, we have explored a new equation which I am certain will connect with our consumers at an emotional level, delivering greater brand association.”

 

Alex Joseph, senior vice president marketing, Greenlam Industries, said, “Through this campaign, we aim to resonate with the emotional sentiments and creative needs that our customers have and fulfil them by giving a diverse choice of products to choose from. Our campaign highlights the journey that the consumers go through while designing or renovating their homes. We want our products to not only transform spaces but also to enrich the lives of all of those who come in to contact with them.”

 

Ujjwal Anand, managing partner, Dentsu Creative, said, “The campaign isn't just a campaign, it’s an emotional journey, just like the one that is travelled by our consumers to make their space beautiful, fulfilling, and unique. This year, we have explored one of the most beautiful equation between a father and a daughter and the negotiation isn’t restricted to the choices of surface or design but it expands to the emotional aspect of those individuals. The TVC dives deeper into the emotional aspect and showcases how a father who has lost his wife is stuck in the memories while the daughter is wanting for her father to move forward and be the person he used to be. Through the space transformation, she is trying to achieve the milestone of breaking that ice and bring her father to a point where he gets involved in creating new memories with the new space. The film highlights how there is a role reversal between the father and the daughter and will definitely resonate with our consumers, we believe.”

 

Janmen Joy, chief creative officer, Dentsu Creative - North, said – “It is our endeavour to push boundaries and arrive at unique articulations and executions. And when you have a partner like Greenlam, it just becomes so much easier. In continuation to our last year campaign’s success, we really wanted to go beyond and do something extraordinary. With the exploration of this new emotional equation and placing the space transformation as a catalyst to transform a person, we have just done that, we believe. The new TVC will connect with our consumers and partners alike, helping in our recall and association.”

Source:
Campaign India

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