Greenply has taken a humourous look at the future in its new campaign to show the long-lasting nature of its plywood.
The TVC created by Lowe Lintas brings out several improbable phenomena expected in the future through a song at a new year party. The phenomena include the rupee being equivalent to 45 dollars, cars running on water, men getting pregnant, India topping the Olympics charts among others. The TVC ends with a voiceover saying, while all of us from this generation may not be able to see these changes, Greenply, will be present to see whether all these phenomena take place or not.
Commenting on the TVC, Amer Jaleel, national creative director, Lowe Lintas said, “Greenply has a tradition of coming up with long lasting goods. This campaign had the same proposition of talking about the long lasting side for which we took on the look of future with some seemingly impossible situations being discussed. Since we’re getting towards the end of the year we thought of showing a new year party as it was extremely topical.”
The film has been directed by Ram Madhvani and Equinox is the production house. The ‘Always hoyenga’ jingle has been composed by Sameeruddin.
Along with the TVC a digital campaign has also been created.
Agency: Lowe Lintas
Creative team: R. Balki, Amer Jaleel, Shriram Iyer, Neeraj Singh and Rishi Chandana
Business: Syed Amjad Ali, Hindol Purkayastha, Gaurav Pathak
Production House: Equinox
Director: Ram Madhvani