Mumbai: Following a competitive multi-agency pitch, Tonic Worldwide, a digital-first creative agency, has been awarded the digital mandate for Greenply, a plywood brand renowned for its commitment to sustainability and environmental care.
Tonic Worldwide will serve as the digital partner for Greenply with a goal to amplify the brand’s digital footprint through a comprehensive suite of services.
Established in 1994, Greenply Industries Ltd is a leading Indian interior manufacture brand specialising in high-quality plywood, decorative veneers, and medium density fibre (MDF) boards. Greenply is celebrated for its advanced manufacturing techniques and technological innovation, producing products that are renowned for their exceptional quality and fine craftsmanship.
Greenply VP marketing Yatnesh Pandey commented, “We are delighted to partner with Tonic Worldwide as our social media agency. We are confident that their innovative approach and proven track record will deliver exceptional results for the brand. Our goal is to strengthen Greenply’s social media presence and connect deeply with our community. With Tonic’s expertise, we look forward to creating engaging social media experiences that resonate with our audience and drive our commitment to sustainability and superior craftsmanship.”
Speaking on the digital mandate, Tonic Worldwide co-founder and chief strategy officer Unmisha Bhatt said, “We are closely working with Greenply to enable them on their digital forward journey. As a low consumer involvement category brand, they are doing a fabulous job of building consumer interest and intent in the category with the branding initiatives. Digital plays the most important role in a consumer’s home building journey of dreaming about good designs, inspiration, research, connecting with experts, finding experts etc. and we aim to empower the consumer in this journey with relevant category interventions on digital across touchpoints.”
The account will be managed by the agency’s Mumbai office.
Mumbai: Greenply proudly announces the release of the heartfelt song “Humein Aage Badhna Aata Hai”, sung by the legendary Padma Bhushan awardee, Udit Narayan, as the official anthem for the second season of Hindustan ki Shaan awards. The song, composed by acclaimed music composer Nilotpal Bora, captures the indispensable role of carpenters in designing beautiful spaces around us.
“Humein Aage Badhna Aata Hai” is a lyrical celebration of the indispensable role played by carpenters in shaping the spaces we occupy. The song encapsulates the spirit of growth within the carpenter and contractor community, highlighting their hard work and success. The resonating lines, “Humne badla hai khudko, humein badlav lana ata hai,” serve as a testament to the transformative journey undertaken by these skilled artisans. The accompanying video visually narrates the inspiring tale of contractors and carpenters, diligently working to bring the dreams of homeowners to life. Through the fusion of technology and inventive solutions, the craftsmen breathe life into the visions of these homes.
With Hindustan ki Shaan Season 2, Greenply is set to honour exceptional craftsmanship and spotlight outstanding contributions in interior design. The season promises to be a grand celebration, applauding the hard work and skills of contractors and carpenters nationwide.
Going beyond recognition, Greenply aims to cultivate camaraderie within the carpentry community, fostering a space for the exchange of innovative ideas and practices. Hindustan ki Shaan Awards is a tribute to the heartbeat of the interior design industry, exemplifying the brand’s unwavering commitment to recognising and celebrating the tireless efforts of contractors and carpenters who embody a progressive outlook toward growth.
Greenply Industries CEO and joint managing director Manoj Tulsian shared his perspective on the launch, stating, “This song is an ode to the craftsmanship of the carpenter community that not only builds structures but also weaves stories. The second season of ‘Hindustan ki Shaan’ awards signifies our commitment to recognizing the unsung heroes of the interior design industry. It is our privilege to salute their unwavering dedication to their craft.”
To experience and celebrate the craftsmanship of carpenters, listen to the official song of Hindustan ki Shaan Season 2.
Mumbai: Ahead of the first match to be played for the much anticipated Tata Indian Premier League (IPL) 2022, interior infrastructure company Greenply Industries has announced its association with the newly minted franchise of Lucknow Super Giants (LSG) as its associate partner.
With this association, the company aims to focus on strategic investments for the Uttar Pradesh market to expand its business operations.
Aligned to the association, the players and official members of LSG team will be sporting the Greenply logo on the right-side chest of their official match day jersey. The logo will also be prominently visible during the on-ground matches of the franchise. The association will also be amplified across digital and social media platforms which will run through the entire duration of the tournament, said the statement.
“There has been a dynamic shift in the consumer pattern towards the branded products and hence we see a lot of growth potential in the Uttar Pradesh market,” remarked Greenply Industries Ltd chairman cum managing director Rajesh Mittal. “Our three new manufacturing units will cater to serve the growing demand for plywood and allied products in this market and will cumulatively help us to grow our business operations nationally. Uttar Pradesh is an ideal investment destination for us as this market even in the current scenario is the third largest value contributor towards our business.”
“We are delighted to be entering into a long term partnership with an esteemed brand like Greenply. We appreciate their trust in a new franchise and we are confident that this will be a very successful association for both brands,” commented Lucknow Super Giants CEO Raghu Iyer.
Uttar Pradesh serves as the second largest plywood market as per value. Since Uttar Pradesh is a growing market, Greenply is expanding its plywood and allied products capacity by investing ~Rs 200 crore in the state, according to the company.
The company is setting up a manufacturing unit at Sandila Industrial Area in Hardoi, Uttar Pradesh which will be its manufacturing; one unit in Hapur and two units in Bareilly through partnership, it said.
“Uttar Pradesh is a key market for us, and we hope this association creates a significant positive impact amongst our target consumers,” stated Greenply Industries Ltd joint managing director & CEO Manoj Tulsian. “India is a cricket frenzy nation, and this partnership will help us to build a high brand recall and reach amongst our target audience. We look forward to a very successful season for both the brands.”
NEW DELHI: People have been confined to their homes for over a year, guarding themselves against the spread of the novel Coronavirus, which is mostly spread through air. But have they ever considered the dangers that dwell unnoticed within our homes? This is the question raised by Greenply Industries in its latest brand campaign.
The TVC campaign created by Ogilvy India highlights the risk of formaldehyde emission from plywood and showcases the ‘Zero Emission (E-0)’ product range of the company, with the tag line; 'E-0 chuno, Khulke saans lo'. The campaign features actor Boman Irani in the lead, and through the course of a lyrical banter, asks the unavoidable question: never mind the dangers outside, who will save you from the dangers inside?
Greenply Industries joint managing director Sanidhya Mittal said, “There has been a significant change in the consumer buying pattern. People today are extremely concerned not only about their external environment but also about the indoor air quality where they live. There is more awareness about the impact of air pollution on human health. The rising concern pushed us to come up with this innovation.”
According to the company, the aim was to weave a narrative that finds its way to the core message through a relatable analogy wrapped in humour. After all, home is supposed to be a safe space, a mask-free zone. The only thing that stands between you and deep, cleansing breaths is formaldehyde emission. E-0 grade emission compliance made sure that the plywood emits negligible formaldehyde and that its manufacturing facility has an on-site testing mechanism to monitor quality.
Ogilvy executive creative director Sujoy Roy said “Musical banter is one of the oldest forms of creative expressions. It makes the intended message more memorable simply by being engaging, lyrical and humorous. We thought that a comic dialogue leading to a conversation on formaldehyde emissions might just be the way to reach out to homeowners, across social, cultural and class identities. We couldn’t think of anyone better than Boman Irani for the role.”
NEW DELHI: Durga Puja is a time when people come together in joy and celebration. The streets are chock-a-block with revellers, the night glows with colourful light displays, and the very air thrums with excitement and gaiety. Brands look forward to this time of the year and come up with beautiful creatives that celebrate the festive spirit to resonate with their target audience.
While this year is different, brands haven't shied away from reaching out and connecting with consumers in a number of different ways. Their pujo ad campaigns this time around are designed around the resilience of the human spirit, overcoming difficult times through a positive outlook, and celebration with responsibility.
Here is a compilation of a few of them: –
Tanishq
The jewellery brand’s festive campaign Ekotai Shundor, Ekotai Shokti is an ode to the resilient spirit of Bengal and Bengalis. The ad film encourages people to come together and celebrate pujo while adhering to safety norms. It resonates with the message that we can overcome any obstacles in our way with the spirit of oneness and unity.
The campaign features popular Bengali actor and Tanishq’s brand ambassador for the east region Mimi Chakraborty. It highlights the rituals and traditions associated with this auspicious festival and the mythos of Maa Durga.
Shoppers Stop
Titled Ami Alo or ‘I Am The Light’, the film by apparel & lifestyle brand Shoppers Stop showcases how women, even in the most difficult and darkest of times, embody the characteristics of Goddess Durga. She is one-of-a-kind (Advitiya), powerful (Shakti), fearless (Nirbhay), and light (Ami Alo).
Depicting the festive season as a celebration of families coming together during such difficult times, the campaign urges customers to step out of the darkness, stand together and bring the brilliance back into their lives. Above all, the film recognises women as the beacon of hope and positivity for their family.
Asian Paints
Asian Paints has a long association with Durga Puja. As part of their Sharad Shamman campaign this year, the brand has launched a new film Dugga Elo Ghawrey – Maa Durga is coming home.
Dugga Elo Ghawrey is a story of little Mini’s pujo surprise. The film opens with a despondent little girl ruing the fact that she won’t get to enjoy the customary pandal hopping and other pujo delights. Then, her family takes it upon themselves to transform their home into a vibrant pujo pandal, complete with carnival games, snacks and sparkling laughter. As for the homecoming of the Goddess, the little girl discovers Durga Maa on her living room wall. Her mother paints the Goddess with Asian Paints wall colours, thereby bringing a new kind of celebration to light.
The melodious background score in the film has been created by renowned band Lakkhichhara.
ZEE5
ZEE5 has launched a digital campaign #MaayerSatheMaakeDekha to encourage viewers to celebrate pujo by paying a tribute to their mother alongside Maa Durga. The platform has roped in five renowned celebrities of the Bengali entertainment industry to feature in five heart-warming videos, where each of them reminisce about their childhood memories around pujo, realizing in the bargain how mothers would often get relegated to the side-lines for the overall fanfare. The campaign makes an impassioned appeal to everybody to appreciate and recognise our mothers more, and most importantly, give them our love and time. The videos also see each of the known faces highlight all the special things they will do for their mother to make this pujo memorable for them, encouraging the audience to do the same.
Welspun
Domestic brand Welspun has launched a multi-pronged campaign #ChaloPaltai this Durga Puja. Through this initiative, Welspun has tried to convey the positives of inverting established gender roles. Inspired by Welspun’s reversible bed sheets, the campaign showcases the powerful stories of women who defy gender norms and societal limitations to take on vocations that are considered a man’s domain, such as purohits (priests), dhakis (percussionist), and sculptors.
Joy Personal Care
Beauty brand Joy, which enjoys a strong market presence in West Bengal, has attempted to capture the vibe of Durga Puja in their latest campaign Dugga Elo. The music video features 10 popular Bengali celebrities preparing for the festival in their own way and indulging in the celebrations whole-heartedly. Akriti Kakkar has lent her voice for the upbeat song and it strikes an emotional chord with audiences by evoking the vibrant and cheerful spirit of pujo.
Objective of the campaign: The objective of the campaign is to explain the new concept of Azadi, the significance of being free from all taboos in the society. To explain what Azadi really means in our age. To carry forward a thought that we have imbibed for good and a greater cause.
Brief shared with the agency: 2018, on the eve of Independence Day, Greenply aimed to pay a tribute to the farmer community through the #AsliAzadi initiative with the commitment to provide them support socio-economically
Fast Forward to 2019. Come this August 15, we will be stepping into our 73rd year of independence and like every year, we are all geared up to celebrate the spirit of freedom. But the bigger question lies, are we free? Every day, somebody or the other is fighting big or small battles to overcome societal norms, oppression, corruption and several other actions that hinder their real freedom. And, amidst all these incidents and actions, there lies a spectator who is a constant observant – the furniture.
The Creative Approach: The objective was to encapsulate the essence of the campaign and create a connect with the brand. To showcase furniture as a constant companion who spectates all the injustice that stops people from being truly Independent.
Film Descriptor (i.e. describing the film):
We start the campaign with a brand film where we showcase different situations, right from neglecting the LGBT community to corruption to child labour and domestic harassment. While the narration depicts those incidents closely, Greenply urges to put an end to those and that is when the nation will proudly celebrate #AsliAzaadi.
Mr. Sanidhya Mittal, Executive Director of Greenply Industries Limited: Our #AsliAzadi is an awareness campaign personified through various plywood furniture. It is dedicated for people at large to break free from the oppressive societal issues and claim independence from the sufferings that happens behind the closed doors. This campaign was conceptualized with a commitment towards creating a positive change in the society.
Mrinal Lunia – CEO, Digitale: This film helped explore and bring to light some key issues that our society is engulfed with. Greenply being a socially aware brand gave us the right platform to help highlight these and bring it to the mainstream to break free from the shackles and attain #AsliAzadi
To create conversations around a purposeful; real and inspiring topic that also motivates men and women to act differently when it comes to issues pertaining to Women
· Brief shared with the agency:
How can Greenply bring about a small but actionable change (instead of just a philosophical one) in the journey towards ensuring ‘empowerment’ and ‘equal opportunities’ for Women in India
· The Creative Approach:
Women often tend to underestimate what they can or cannot do. The creative idea was to challenge this perception as a Plywood brand, through a social experiment.
· Film Descriptor (i.e. describing the film):
Women were invited to an art gallery, where various objects were displayed inside a wardrobe. They were asked a simple question: Which of the things they saw were made by women. As each of the women inspected the objects, all guesses gravitated towards the objects, like clothes, food etc. Not one participant thought to assign the art of furniture making to a woman’s hands.
The big surprise then played out on a projection – a video showing the building of an actual wardrobe by India’s first all-women carpentry team from Archana Women’s Centre, right from the first steps to the final product. Shortly after, the women carpenters themselves emerged, and were introduced to the amazed participants.
· Excerpts from Spokespersons: This may include the Company spokesperson and Creative Director / Producer (on their experience of making the ad)
Speaking at the launch, Sukesh Nayak – Chief Creative Officer, Ogilvy India, said, “The seeds of patriarchy are sowed so deep that we still express wonder when we hear of women working in certain professions. Carpentry is one of them. We wanted to seize the opportunity to drive home the flaws in our ways of thinking. That’s why we chose Women’s Day as the right time to catapult this event.”
In this initiative to encourage more women to break the shackles of – what women can and what women cannot, Mr. Rajesh Mittal, Managing Director – Greenply Industries Limited (GIL) said, “Our partnership with Archana Women’s Centre is to provide expertise in various training programs such as mechanical skill, knowledge about newer techniques and critical thinking skills, which will develop the women workforce to meet all challenges of carpentry. At every phase, we attempt to find ways to empower and include women workforce in our ecosystem, where they can lead the plywood industry forward”.
Commenting on the partnership, Mr. Sanidhya Mittal, Executive Director of Greenply Industries Limited, further added that, “There is a huge opportunity for carpenters of every skill level in India for various woodworking and carpentry services. Through our association we will nurture them and provide vocational training to make them skilled professionals.”
MUMBAI: Greenply, known for its innovative ad campaigns, has an important message to share with everyone this Diwali season.
Its brand new audio visual campaign spanning 45 seconds which has been widely shared on social media grips the attention of the audience by capturing the trauma faced by animals due to the noise created by firecrackers during the Festival.
The trend of bursting fire crackers has been around for a long time but apart from affecting the environment gravely over the last several years, it brings with it a disturbing experience for the animals around us.
Greenply thus urges people to go noise free this Diwali so that the joyous festival doesn’t turn into a cause of trauma for the creatures around us. Unlike us, they do not have voices to express their distress.
They look up to their compassionate and responsible human friends to be their advocates.
The video encourages people to make their pets as well as all animals around us be a part of Diwali by making it noise free and sharing pictures with the hashtag of #WontHideFromDiwali.
MUMBAI: Greenply Foundation wants the Kolkatans to sit back and take notice of its thought-provoking initiative this Durga Puja season aimed to make the celebrations accessible for all.
Over the years, with the evolution of lifestyle, we have witnessed the transformation of the way Durga Puja is celebrated in Calcutta. While generations have amalgamated themselves into the revelries in whichever form it has been offered to them, the question which however arises is ‘Has the festival been able to make room for all over the years?’ Greenply wishes to bring forth a different perspective.
The festival of Durga Puja that set forth in Calcutta sometime between the 16th and 17th centuries has gone on to become an integral part of a Bengali’s ethnic identity. Initially a property confined to the mighty and affluent zamindars of the state, with the conception of the ‘Sarbojanin’ puja it became an affair to be rejoiced by the common people as well. Sarbojanin was coined by blending two words which individually stand for “for all” (Sarbo) and “people” (Jan) respectively. The nomenclature signifies that the festival is an all-inclusive affair that people from all backgrounds should be able to take part in. But has the concept been justified?
In a video spanning two very insightful minutes, Greenply takes the viewfinder around the city and captures what might be an eye opener for Durga Puja committees in and around Kolkata, irrespective of the grandeur it commands. The video features four citizens who may have been deprived of going out and soaking in the festivities due to physical limitations. While some are seen recollecting their younger days when they were not bound by limitations, some mention that since they are differently-abled, they have only ever been able to take part in Durga Puja through their television sets.
These statements are followed by a message from Greenply which says that they have come up with the idea of a simple ramp made of plywood that will make the pandals a little more accessible, a little more wheelchair friendly. The structure which will be known as The Green Ramp will start its success journey by making the pandal of Badamtala Ashar Sangha a wheelchair-friendly pandal
Further, to encourage more Pujo committees to follow in their footsteps, Greenply is inviting them to upload pictures of their pandals on social media (Facebook and Instagram) with the message: ‘Name of the Puja’ needs a ramp accompanied by the hashtag #pujoforall. Greenply will promptly send their plywood to build a ramp for their pandal. Pujo committees which have already planned the construction of ramps can upload a photo of their premises with the message: ‘Name of Puja’ has a ramp, accompanied by #pujoforall. Based on the information, a map with Ramp-enabled pujos will be published as a Social Media post by Greenply.
This will help people who’ve been unable to visit pandals discover Pujos they can have access to for a hassle-free pandal hopping experience.
Greenply AVP and head of marketing Kamal K Mishra says, “This flip side of the festival has moved Greenply to turn things around for the people who share a similar fate with the ones we have featured in the video. Greenply aspires to be much ahead of ‘No. 1 plywood manufacturing company’. We have had our ways of giving back to the community over the years. This was the least we could do considering the sentiments of the residents of Kolkata towards the festival. I am certain that pandals across the city will share our empathy and compassion towards the cause. Hopefully, they will welcome this initiative and take it ahead for years to come.”
MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.
When it comes to investing in attractive furniture, an average Indian consumer holds nothing back. They gladly spend money on imported veneer and polish. They tighten their purse strings only when it comes to purchasing plywood, though it accounts for a small fraction of the total investment. According to the newly launched Greenply TVCs, such an attitude leads to wasteful expense. Customers are encouraged to ask Greenply before making any furniture-related decision.
The campaigns conceptualised by Ogilvy narrate the plight of people who use substandard plywood to make luxurious furniture. The stories open with the protagonists bragging about their imported veneer and polish. One untoward action through the course of the elaborate praises leads to a complete breakdown of the piece of furniture, resulting in embarrassment.
The films, in keeping with Greenply’s tradition of quirky storytelling, make consumers aware of the hazards of using cheap ply. They tell us that such accidents can happen when we compromise on the quality of plywood.
Ogilvy Kolkata managing partner creative Sujoy Roy adds, “The aim of this campaign is to make our consumers aware of the perils of compromising on the quality of plywood. We want to arrest the customer’s attention with the help of facts and humour.”
Greenply industries associate vice president and head of marketing Kamal K Mishra adds, “Greenply strives to make consumers aware of plywood’s importance, so that they can identify their needs and prioritise their investments.”
