L&K Saatchi & Saatchi’s new quirky take on Greenpanel- MDF Ka Doosra Naam

Greenpanel, India’s largest wood panel manufacturer, has released a captivating TVC focused  on the durability of its products. Conceptualized by L&K Saatchi & Saatchi, the TVC aims to  reinforce the company’s market leadership, making it synonymous with medium-density  fibreboard (MDF). 

Titled Unshakeable Strength: Greenpanel MDF, this is the second TVC under the brand’s umbrella campaign ‘Greenpanel- MDF Ka Doosra Naam.’ While the first TVC aimed at creating  brand awareness, the second leg of the campaign highlights the durability and superiority of  its product line, thus creating brand prominence and lasting memorability. 

Kartik Smetacek, Jt National Creative Director, L&K Saatchi & Saatchi, said, “I’ve always  believed that there’s nothing more powerful in advertising than a good demo. And when you  can deliver it with drama, scale and a twist at the end, you have something that will break  clutter and be remembered. Big congratulations to the team for delivering on a deceptively  challenging brief.”  

Hindol Purkayastha, EVP & Head (North & East), L&K Saatchi & Saatchi, added, "This category has seen some great pieces of work in the past, and so we knew that our work had  to stand out, while staying true to the brand promise. At L&K Saatchi & Saatchi, we  understand our clients, we are their partners, and we help them build their businesses. With  this philosophy in mind, we work on crafting a narrative that yields results. I am very proud  of the work that the team has put out for Greenpanel.” 

Arvind Joshi, VP, Marketing, Greenpanel, commented, “We have always been committed to  deliver world class products to the Indian consumers. Greenpanel MDF is a superior quality  product and an excellent alternative to traditional wood. Our new TVC communicates the  true attributes of MDF in a quirky manner which will break the clutter on TV, this festive  season. Through this campaign we will be reaching out to millions across India to ensure  Greenpanel remains on top-of-the-mind for our trade and consumers alike.” 

Recognizing the crowded landscape, L&K Saatchi & Saatchi's creative team has brought out a  disruptive film which effectively drives home the message of durability. At the heart of the  TVC is a family that is caught in a precarious situation and finds refuge under a Greenpanel  MDF table – a symbol of safety, durability and reliability.  

The TVC will reach a wide audience through television and digital platforms, solidifying the  brand’s position as the market leader.