The Business Bytes
Bhubaneswar, October 3, 2024 (TBB Bureau): Greenply Industries Limited, a leader in India’s interior infrastructure industry, has unveiled its latest brand campaign, “Har Zarurat Ka Reply”. Following the success of its Zero Emission TVC, Greenply’s new campaign introduces India’s first bird influencer, a cheeky and quick-witted parrot named Gullu. Through humor and charm, the campaign underscores Greenply’s commitment to creating healthy and safe interiors.
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In today’s evolving home interior market, three key players are essential: the consumer, the trusted dealer, and the reliable furniture maker (contractor). Greenply’s campaign effectively engages all three, delivering the message of safety and durability with clarity and appeal.
By selecting Gullu as the brand’s mascot, Greenply injects freshness and innovation into its communication. Parrots, known for their mimicry, are natural communicators. Gullu, however, humorously insists he’s different: “Tote ki tarah baar-baar ratu nahi,” playfully mocking his own nature while reinforcing Greenply’s promise of healthy and safe interiors.
The campaign includes a series of films where Gullu humorously highlights the dangers of ordinary plywood, emphasizing the superior quality of Greenply products. In one scenario, during a simulated fire, Gullu reassures a panicking dealer with Greenply’s fire-resistant plywood. In another, he showcases the zero emissions of Greenply’s E-0 rated products, emphasizing the brand’s commitment to innovation and safety.
The first film is set in a busy plywood store, where a fire suddenly breaks out near a TV. As the dealer panics, Gullu steps in and says, “Relax, nahi lagegi aag, tote ki tarah baar-baar ratu kya?” The dealer breathes a sigh of relief, realizing his furniture is protected by Greenply’s superior plywood. This scene powerfully positions Greenply as a trusted partner in building secure, stylish homes.
“At Greenply, we are dedicated to providing solutions that prioritize our customers’ well-being,” said Sanidhya Mittal, Joint Managing Director of Greenply Industries Limited. “Our ‘Har Zarurat Ka Reply’ campaign highlights the importance of safety, performance, and sustainability. With Gullu as our new mascot, we aim to simplify product benefits and connect with our audience in a more engaging and relatable way.”
Anurag Agnihotri, CCO of Ogilvy – West, added, “In a market often saturated with unbranded plywood that compromises health and safety, ‘Har Zarurat Ka Reply’ positions Greenply as the go-to brand for quality and well-being. With this campaign, we aim to reinforce Greenply’s status as the trusted choice for healthy and safe interiors.”
