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Tag: Sanidhya Mittal

  • Greenply ropes in Boman Irani to convey importance of safe air in our homes

    Greenply ropes in Boman Irani to convey importance of safe air in our homes

    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.”

    Link to the film: 

  • Khud Bane Ho Toh, Greenply Banta Hain salutes the resilient human spirit

    Khud Bane Ho Toh, Greenply Banta Hain salutes the resilient human spirit

    NEW DELHI: Furniture manufacturer Greenply Industries has launched a new set of TV campaigns Khud bane Ho Toh, Greenply Banta Hain, which celebrates the resilience of human spirit and highlights the journey of every self-made individual, from humble beginnings, sobering failures to their path of greatness. The TVCs have been created by Ogilvy India and are directed by Shoojit Sircar.

    The tagline Khud Bane Ho Toh, Greenply Banta Hain is the underlying thought in the campaign featuring two TVCs highlighting the success path of every self-made individual. For every achievement recorded on evergreen pages of memories, there are stories of disappointment, difficulties and defeat that go unremembered. The first TVC showcases the journey of a writer from humble beginnings, failures to its path of success. The second TVC has been conceptualised as a continuation of #StopSayingWomenCant campaign highlighting the pursuit of greatness of a women carpenter whereby every no turns into yes, every cannot becomes a can. The second TVC has been launched to celebrate the spirit of womanhood on the occasion of International Women’s Day.

    Self-made individuals are forged in fire. Their achievements bear testament to perseverance in the face of frustrating hardships. They are the objects of our admiration, the subjects of our praise. The stories are an invigorating narrative of hope against hope, against all odds and naysayers. Through the TVCs, Greenply celebrates the untiring pursuit of success of every self-made people.

    Greenply Industries joint managing director Sanidhya Mittal said “As our brands philosophy we always appreciate the length to which individuals go to fulfil their dreams. This campaign is a salute to those self-made people and their indomitable spirit.”

    Khud Bane Ho Toh, Greenply Banta Hain is all about encouraging everyone to express themselves and keep pursuing their dream, said Greenply Industries country head – sales & marketing Subir Palit. “The campaign narrative embodies the principles of what Greenply stands as a brand. It celebrates every self-made individuals’ zeal to stop at nothing in achieving greatness. Through this campaign we are looking to establish a deeper connect with our audience.” 

    “The campaign is a tribute to the undefeated resilience of humanity. The characters are people we can easily relate to. We feel their frustrations because we have all been in their shoes. That’s why their hope is our hope. The mood of the campaign gets succinctly translated into the familiar Tagore song we hear at the end. The message is clear: walk the solitary path even if no one comes to walk with you,” said Ogilvy executive creative director India Sujoy Roy.

  • Greenply Industries commemorates Indian Independence with #AsliAzadi campaign

    Greenply Industries commemorates Indian Independence with #AsliAzadi campaign

    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

    Link to the film:

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