1. Greenply: Question Hour

Greenply: Question Hour

Instead of tom-tomming its product attributes, Greenply aims for the role of category leader through its new campaign

By: | Published: June 30, 2015 12:50 AM

Campaign: The Couple
Brand: Greenply
Company : Greenply Industries Ltd
Agency: Ogilvy and Mather

The Ad

The film opens on a woman checking herself in the mirror, getting ready to go out while her husband waits impatiently looking at his watch. As she sits on the stool, it bends a little under her weight.

The wife looks at the husband and asks, “Baby, iss dress mein zyada moti lag rahihoonkya?” only to see a flummoxed look on the husband’s face. As the husband contemplates on the “right” answer, we hear a voiceover, “Respected Madam, kuch sawalon ka jawab milna mushkil hai. Lekin plywood ka yeh stool load le payega ya nahi, iska jawab hamare paas hai. Plywood se juda koi bhi sawal Greenply se poochein.”

In another first, the campaign has taken the WhatsApp route besides being released on television, print, outdoor, digital, cinema and social media.

Our Take

There are ideas and then there are smart ideas. It takes a lot to make a consumer sit up and take notice especially if the category is something one doesn’t think of unless really needed.

Greenply Industries Limited (GIL) in its new campaign has tried to move away from the plain-vanilla advertising of the category. With a humorous touch, it has kicked-off its ‘Ask Greenply’ campaign aiming to connect directly with their end consumers and sensitise them about the versatility of plywood. The three new TVCs titled ‘Nayi Maa’, ‘Dhongi Baba’ and ‘The Couple’ bring alive a humorous situation where an uncomfortable question with no correct answer is asked.

In a clear shift from the oft-repeated ‘durability’ and ‘strength’ proposition in plywood category communication, the TVC nudges the viewer to ask questions on plywood so that they might take informed buying decisions.

The brief shared with Ogilvy & Mather, Kolkata, was to arrive at a brand differentiator, which would be the communication cornerstone. Kamal K Mishra, associate vice president and head of marketing at Greenply Industries says, “We believe that Greenply must act, feel and behave like a category leader. As leaders, we must guide the customer such that he makes better brand and product related decisions.”

Adds Sumanto Chattopadhyay, executive creative director, Ogilvy & Mather, South Asia, “Most campaigns try to get consumers’ attention by telling them something about the product. What’s unique about this campaign is that it doesn’t tell you anything about the product. Instead it provokes you to ask questions. It’s a great strategy in a category where brands struggle to rise above commoditisation. What makes it all the more effective is that the brand is fully geared up to answer those questions.

Ultimately, knowledge is strength. It’s the basis of a durable relationship between the brand and its
consumers.”

With most potential home owners being oblivious to the variety of plywood and its usage, the campaign is directed to enthuse this growing volume of customers who prefer being ‘enlightened’ in all sorts of way before making a purchase. To support such customers, it has even developed a back-end strategy: a new call centre, a new www.askgreenply.com site and shot several product videos that demystify products. Says Mudassar Hossain, vice president, Ogilvy & Mather, Kolkata, “Research shows that consumers purchasing plywood are disinterested and clueless about what they buy. At best, they ask the same boring set of questions such as ‘Will it last long?’ or ‘Is it borer termite proof?’. At their worst, they blindly follow suggestions of their carpenter or interior decorator.” This campaign plans to change that.

RATINGS: ***

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