Industries has awarded the creative duties for its laminates and decorative veneers business to Grey Worldwide. The account moves from Lowe.
Greenply Industries, makers of Greenply Plywood, Green Decowood Decorative Veneers and Greenlam Laminates, has, in a sense, split its creative duties between two agencies; while Lowe (which was handling Greenply Industries in totality thus far) will continue to work on Greenply Plywood, the other two brands now belong with Grey.
In essence, Priti Nair's move from Lowe to Grey Worldwide is proving fruitful for Grey. For the uninitiated, Lowe's erstwhile executive creative director (who was responsible for popular campaigns such as Daag Achhe Hain for Surf Excel and Sardar Kid for Greenply) quit the agency last year to join Grey as its national creative director. Shortly after that, Nair's colleague at Lowe, Brijesh Jacob, who also worked on Greenply Industries, moved to Grey as well.
Greenlam ad of 2007
The imperative question now is whether Greenply Plywood will also move to Grey. "No," comes the frank answer from Joseph, although industry insiders insist that there is a possibility of it doing so a few months down the line.
For the record, there is no change on the media front. Initiative will continue to handle the media buying and planning for Greenply Industries. The ad spends for Greenlam alone are pegged at Rs 5 crore.