Home >> Marketing >> Article

Greenply Industries kicked-off its breakthrough 'ASK GREENPLY' campaign

17-February-2018
Font Size   16
Greenply Industries kicked-off its breakthrough 'ASK GREENPLY' 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, Associated. 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." 
He continued, " 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.” 




Tags Greenply ASK GREENPLY

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.