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When Greemlam laminates saved the day

02-September-2008
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When Greemlam laminates saved the day

First it was ‘Dikhane Ka Jee Kare’ and now it is ‘Har Koi Poochega’. Greenply Industries Ltd has pegged the ‘show-off’ tendency in people to showcase its latest range of Greemlam laminates. The first burst of the TV campaign has been on air since the third week of August, while the second burst will go on air by the end of 2008.

The current TVC is being aired on all general entertainment channels, a mix of Hindi, English business and general news channels, regional channels and niche and lifestyle channels.

Humour was a key ingredient of Greenply Industries’ earlier commercial, ‘Dikhane ka jee kare’, wherein owners of the house took much pride in the interiors done up with Greemlam laminates so that they felt like showing off the interiors to everyone. The earlier film while utilising a quirky humour and unusual execution has paved the way for extending the idea and has been carried forward in the new TVC, ‘Har Koi Poochega’.

The TVC shows an agitated mob led by an angry young man knocking on Mr Sharma’s door with the intention of intimidating the latter. Once inside Sharma’s house, the laminates have an almost hypnotic effect on the angry young man, so much so that he leaves the house in a sober manner to join the now calmed down mob waiting outside. Everyone in the mob is now curious and asking about Mr Sharma’s laminates. In the end, he transforms into a polite neighbour who is happy to borrow the shade card and leave with his gang.

Parul Mittal, President, Greenply Industries, said, “We found that there was the need to make Greenlam appeal to a wider cross section of society. We have taken it forward by addressing the fact that your interiors will be so good that everybody would want to know about them. In other words, they become the centre of conversation. We also wanted to create a more visually appealing film, one that would have the flexibility of revealing the Greenlam range and make the communication even more premium and inviting.”

Commenting on the spends on the commercial, Mittal, added that it was pegged around 5-7 per cent of the turnover of the company, which had again seen a constant growth with the growth of the company.

Mital added, “We are doing a print campaign and below the line activities too.”

Rupam Ganguly, Vice President, Grey Worldwide, the creative agency for the commercial, said, “Humour had made the interaction between the brand and the audience more intimate and enticing. The film reveals the almost hypnotic effect that the product can have by slightly exaggerating the situation with a dose of humour.”

“The brief we got from the client was to see how we could take the concept of Greenply forward and showcase the variety that Greenlam has. The basic message that we tried to convey was that the Greenply has such an exciting range and everyone will ask about the nature of the product,” Ganguly added.

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