An irresistible proposition from Greenlam Laminates

By Anushree Bhattacharyya and Nandana Das , afaqs!, New Delhi | In Advertising | July 13, 2011
Conceptualised by McCann Erickson, the new TVC shows an old man adopting Christianity, in order to be buried in a coffin made of Greenlam Laminate after his death.

One can go to any extent in order to attain the irresistible. Greenlam Laminates, in its latest commercial, promotes the 'irresistible' proposition to show an old man who decides to change his religion to Christianity, so that after his death, he is buried in a coffin made of Greenlam Laminate.

Alex Joseph, vice-president, branding and communication, Greenply Industries, says, "We have kind of played with the concept of irresistibility. The idea behind the TVC is to show to what extent one can go to, in order to grab something. To dramatise this, the agency created a story that is like a fable, and is narrated like the ballad of an old man."

Joseph adds, "The laminate category is mainly driven by design, shades and colours. The challenge was to communicate this in a striking manner. Another challenge was that the category still lacks consumer pull as it's a low involvement category."

The brief given to the agency was to create a brand recall that affects the consumer's mind in a striking manner, using the proposition, 'Dil to karega hi'. McCann Erickson was asked to make something that would revolve around the 'irresistibility' factor of Greenlam Laminates.

Talking about the concept of the TVC, Prasoon Joshi, executive chairperson, McCann Worldgroup India and regional creative director, McCann Asia-Pacific, says, "Basically, the idea behind the TVC was to push the concept of somebody's last desire during his/her ultimate journey. Hence, we played around the whole concept using a tongue-in-cheek rendition. We wrote a story in which somebody actually gets baptised go to into a coffin made of Greenlam Laminates. The idea has kind of pushed the envelope to put a smile on the audience's face."

Buying the proposition?

The commercial has got mixed response from the fraternity.

Lubna Khan, associate vice-president and strategic planning director, JWT, says, "In a category that tends towards commoditisation and a product that consumers buy with a primarily rational frame of mind, it is vital to create a distinctive and memorable aura around the brand."

She adds, "This TVC -- with its idea of a laminate so wonderful that a man wants to be buried with it -- is clearly a step towards creating that distinction for Greenlam Laminates. The storytelling is interesting, intrigues the viewer, and leaves us with a smile on our face. My only caveat is that consumer relevance could have been stronger."

Nirmal Pulickal, executive creative director, North and East, Mudra Communications, says, "Laminates have always been considered an inferior alternative to wood, but things have come a long way since the old days. So, as a strategy, to focus on the appeal of its appearance is quite solid." He feels the script is quite strong, but the execution has messed up the idea.

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