Greenply makes a comeback with new set of hilarious campaign

Greenply Industries Limited (GIL) kicked-off its breakthrough ASK GREENPLY campaign. After the tremendous success and popularity of the previous year’s ‘Ask Greenply’ campaign, Greenply makes a comeback with another triplet of humour-irking TVCs. This time, Ask Greenply is not only the guide for choosing the right plywood, it also monitors and leads you in the right direction to help you avoid social embarrassment caused by using cheap plywood. Greenply is climbing the ladder of success by introducing high quality plywood in the market consistently. They know the demands of their consumers and craft their products according to their needs. The TVCs have been created by Ogilvy & Mather and is on air across various platforms. 

Rationale behind the campaign

When it comes to purchasing expensive furniture, an average Indian consumer doesn’t think twice. They invest money on imported veneer and polish. But they compromise on purchasing plywood even though it accounts for a small fraction of their total investment. A furniture comprises of majority of the home décor. It is thus extremely important to use the right quality of plywood for those.

According to the newly launched Greenply TVCs, an attitude of investing less on plywood as compared to other components of furniture, leads to wasteful expense. Customers are encouraged to ‘Ask Greenply’ before making any furniture-related decision.  

“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!” said Sujoy Roy, Managing Partner (Creative), Ogilvy & Mather, Kolkata.

Kamal K Mishra, Asso. Vice President & Head – Marketing, Greenply Industries Ltd, said, “Utility route” is the new trend, and Greenply picked it up before many others in its category. Many international and national brands have used “Utility-based promotion” in the past successfully. Michelin guide, which is running for over 100 years, is one of the oldest examples of utility campaign; however, when such campaigns are blended with digital they can be amplified and can add great value to consumers. Few modern day examples can be Nike’s runner app or American Express SME open forum. “This trend is redefining and reshaping how businesses are leveraging value-adding content to engage with their consumers. We believe that everything we do at Greenply must add real value to our consumers, including our promotional campaigns. We have tried to make people laugh every time they see our ads and deliver an important message that now they can calculate the cost of their furniture and compare the price difference between Greenply’s plywood and other plywood. The utility to calculate the cost and cost difference is the beginning of a series of value -addition under askgreenply.com.” 

Social Media response to the Campaign

The new set of ads featuring Greenply composed by Ogilvy and Mather has been accepted and enjoyed by the social media population to great extent. The following are the data for how each social media platform has responded to the ads.

Film Descriptor (.i.e. describing the film)

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The campaign kicks off with three humorous TVCs, created with the intention of spreading awareness among its consumers on the severe consequences of using inexpensive plywood to build their fancy furniture. The decision to use local plywood to save expenses end up costing you more in the long run, including public humiliation and

personal regret. Greenply thus urges the audience to not compromise on the 30% expense that goes into getting quality plywood. Greenply further encourages consumers to be a part of the ‘Ask Greenply’ campaign wherein they can seek advice from Greenply for the best plywood suggestion.  

Campaign Summary 

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