Greenlam ‘transforms’ Parliament; prescribes ambience of beauty for a better world

Greenlam Laminates has unveiled a brand campaign on the theme ‘Mahaul sundar toh khayal sundar’ (If your surroundings are beautiful, your thinking will be beautiful). The campaign has been created by McCann Erickson.

The film opens with a shot of politicians entering Parliament. All of them stare in awe at the furniture that looks new. This delights the politicians as a voice over says 'Desh ke netao ko agar hum khubhsurat jagah par bithayenge, toh unhe khayaal bhi khubsurat aayege' (If we seat political leaders of the country are seated in a beautiful place, their thoughts will also be beautiful). The politicians break into a song through which they pledge as one not to fight or indulge in malpractices and work for the betterment of the country.

Alex Joseph, vice president, 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 satire manner. We intend to touch human hearts with emotions of happiness and comfort thus instilling the need of a beautiful ambience.”

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 satire 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 campaign went on air on 30 September 2013. Besides the TVC, the campaign will straddle print, radio and digital.

Credits

Client: Greenlam Laminates
Creative agency: McCann Worldgroup
Conceptualised and written by: Prasoon Joshi
Creative team: Prasoon Joshi, Sambit Mohanty, Akshat Ghildial, Vivek Singh
Client servicing team: Ranjeev Vij, Nishant Saurabh, Shourabh Verma, Tanveer Hasan
Production house: Equinox
Director (film): Ram Madhvani