Greenply has launched an integrated campaign conceptualised by Ogilvy & Mather inviting questions from end-users on plywood, positioning itself as the thought leader on the subject.
The campaign due to break on 18 June 2015 comprises three TV commercials. Each of the films portrays a situation where a character is unable to answer the question posed to him.
One of the films (above) shows a young man, Shravan, paying his respects before a garlanded picture of his (deceased) mother. His tears indicate that she has passed away recently. He turns around upon being called by his father. He introduces a young woman by his side in bridal finery as Shravan’s ‘new mother’. The son is shocked. He drops the prayer plate in his hands onto the wooden shelf, setting fire to it in the process. He asks how his father could do such a thing, to which there is no response. A voice over kicks in, saying there are some questions for which there are no answers, but Greenply can help answer the question on whether or not the plywood shelf will catch fire. It ends inviting viewers to ask any question they may have on plywood, at askgreenply.com or a helpline number.
Another of the films shows a holy man (Dhongi Baba) eating chicken in his abode, when two devotees walk in. When discovered, he doesn’t have an answer to give the enraged husband and his shaken wife. The film ends on similar lines as the first. Only this time, it’s water that is accidentally poured by the protagonist over the wooden shelf – a query Greenply promises a response to.
This film features a conversation between husband and wife. The lady, who is visibly overweight, asks her husband if he thinks she is while she seats herself on a wooden stool. As he stands at the doorway unable to answer her, Greenply promises to let viewers know if the stool she’s seated on can take the weight.
Client: Greenply Industries
Associate VP and head marketing: Kamal K Mishra
DMs: Subhojit Nandy, Abin Bhattacharya
Creative agency: Ogilvy & Mather, Kolkata
Creative team: Sumanto Chattopadhyay, Sujoy Roy, Anirban Guha, Arnab Manna