Greenply Industries is reviewing its advertising duties and is keen to shift from its current agency Lowe. Its media account, which is currently handled by Lintas Media Group’s Initiative, too is up for a pitch. The reason for the pitch, as disclosed by the sources, is “some irreparable issue” between the agency and the client. The size of the business is in the region of Rs 8-10 crore and is likely to shoot up as Greenply plans to step up ad spends during the ICC Cricket World Cup 2007.
When exchange4media contacted Alex Joseph, GM-Communications, Greenply Industries, he did confirm the development but declined to comment why the pitch was being called. Joseph informed that O&M, Leo Burnett, TBWA and Dentsu have been invited to pitch for the business. A decision on this is likely to be taken by the middle of this month.
As for the communication strategy Joseph said, “We will continue with the positioning of durability which is presented in a unique way. Till now our focus has been electronic and I think we will continue with this. It works best for a company like ours which has a pan-India presence and mass media such as electronic is best suited. We also use various interior magazines to release our print advertising.”
In the past Lowe’s work for Greenply has been much appreciated, especially the one which was based on the reincarnation theme (to recall, the Savitri commercial with a Sikh kid.) The commercial won a Gold at Abby 2006 in the Homes, Décor and Leisure category.
Recently, the company came out with its corporate campaign, again conceived by Lowe, which has an uncanny resemblance to the Hutch Delhi Marathon commercial.
Greenply Industries manufactures a host of renowned brands with the product range comprising plywood and boards, flush doors, decorative veneers, decorative laminates, pre-lam MDF and particle boards.