MMGB: Greenply takes on stingy consumers who opt for cheap ply

Greenply has rolled out three ad films as it extends its 'Ask Greenply' campaign. The light-hearted TVCs have been conceptualised by Ogilvy & Mather.

 

The campaign targets the 'average Indian consumer' who according to the brand purchases expensive furniture and uses imported veneer and polish but is still stingy when it comes to the purchase of plywood.

 

One film is set at a house warming party. One of the guests is standing on a table and lauding the decor and the furniture. That changes soon as the table gives way and the man falls.

 

The other films follow with similar thoughts and are set in a shop and a newly married couple's bedroom. 

All three films end with a message. ‘Ask Greenply’ for the best plywood suggestion.  

 

Kamal K Mishra, AVP and head – marketing, Greenply, said, “Plywood accounts for a small portion of the total investment in furniture. Yet if you look at consumer trends, you will see that they are willing to spend on veneers and polishes, but not so much on plywood- the most important component of furniture. The TVCs do a great job in bringing this fact to light. Greenply strives to make consumers aware of plywood’s importance, so that they can identify their needs and prioritise their investments. We have introduced the Ask Greenply platform to provide our customers with relevant information on plywood. All they need to do is ask Greenply. We hope that this TVC will do a great job in spreading the word.” 

 

Sujoy Roy, managing partner (creative), Ogilvy & Mather, Kolkata said, "The aim of this campaign was to make our consumers aware of the perils of compromising on the quality of plywood. We wanted to arrest the customer’s attention with the help of facts and humour. I think we have done an excellent job."

 

CREDITS:

 

Client: Greenply Industries 

AVP and head marketing: Kamal K Mishra

Manager - marketing: Abin Bhattacharya

Assistant manager - marketing: Kausani  Bardhan

Executive - marketing: Shevta Rawat

 

Agency: Ogilvy & Mather

Creative team: Sukesh Nayak, Sujoy Roy, Dhruv Mookerji, Angad Singh, Partha Pal

Account management team: VR Rajesh, Mudassar Hossain, Tamal Ghosh, Nabanita Chatterjee

Ogilvy planning: Prem Narayan

 

Production house:Jamic Films

Director: Nikhil Rao

Producer: Mekala Krishnaswamy