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After making things beautiful on TV, its OOH for Greenlam

After making things beautiful on TV, its OOH for Greenlam

Author | exchange4media News Service | Monday, Jan 28,2013 8:00 PM

After making things beautiful on TV, its OOH for Greenlam

Greenlam, from the stable of Greenply Industries, has yet again come out with a big bang outdoor campaign as a part of its next phase of marketing. Additionally, a digital extension has also been launched.

The outdoor strategy includes colourful hoardings, posters, danglers, buntings, standees kiosks and unipoles that aims to revamp different cities in line with its ‘Zamaane ko sajaana hai’ proposition.

This second phase of the outdoor campaign will run in 28 cities including Lucknow, Panchkula, Cochin, Ahmedabad, Surat, Pune, Nagpur, Bhopal, Raipur, Patna and Ranchi.

Alex Joseph, Vice President – Marketing and Communication, Greenply Industries said, “We are looking at a fresh perspective in marketing for our current campaign. McCann Erickson was able to do just that, by breaking away from what has already been seen and done before. With this campaign, we wanted to capture the core aspect of the product, which is beautifying our surroundings – be it in office or at home. Our brand ambassador, Saundarya Premi, has in several ways given a facelift to different cities. Whether it is mirrors at bus stops or hoardings wrapped in ornamental flowers, all our efforts are targeted to Saundarya Premi’s exclusive objective of redecorating your surroundings.”

On the digital media front, Greenply’s presence has flourished, with over 1.87 lakh fans on its Facebook page. The new digital campaign is called ‘Create n Deliver’, wherein users can log on to Greenlam Facebook page and send greetings to their near and dear ones.

The new radio campaign, which was launched this month, has exciting contests and jingles which will be aired in cities such as Delhi, Mumbai, Bangalore, Chennai, Hyderabad, Kolkata and Pune.

An interesting new addition to this inclusive marketing mix is a cinema campaign for Greenply. This will be a blend of on-screen advertising, hoardings outside cinemas and digital banners on PVR websites. This will be carried out in Delhi NCR, Mumbai, Bangalore, Chennai, Chandigarh, Ahmedabad and Kolkata.

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