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.”
