afaqs!

An ever-'lasting' promise

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | January 03, 2012
The plywood brand returns with a new campaign after a gap of four years.

Greenply Plywood has returned with a new campaign after a gap of four years. From the memorable 'Sikh boy reincarnation' ad in 2005, to the 'The verdict' in 2007, in which, a court case went on for 168 years, the 'durability' factor has always been stressed upon. But, this time, the ad has been infused with a contemporary feel.

Conceptualised by Lowe Lintas, the television commercial titled 'Always hoyenga', relives Greenply Plywood's promise to last for generations. The ad further expresses the concept by looking ahead into the future. The TVC talks about things, events, and situations that will happen in the future, something that intrigues all. However, while some may not be there to witness the events in the future, the TVC conveys that Greenply Plywood will always be there to witness everything.

The ad has moved away from its previous tagline of 'Greenply Plywood. Chalta Rahe', and ends with 'Always hoyenga', a new tagline adopted by the brand.

The situations and issues that may take place in the future are relevant and audiences will find it easy to connect with.

Alex Joseph, vice president, marketing and communications, Greenply Industries, says, "The brief given to the agency was to stick to the 'durability' factor as the main feature, but at the same time, to provide the brand with a new and modern outlook, that sets it apart from the old campaigns. While there were many ideas presented, we zeroed on this particular one as we felt it matched with what the brand stands for."

Amer Jaleel, national creative director, Lowe Lintas, remarks, "One of the oldest propositions of the brand is its timelessness, and the idea was to bring this promise back once again. The other task was to show the brand very close to real life and show it as a part of one's life. We thought of highlighting all the issues of life that will happen in the future. We believe that the consumers are ready for the new tonality, which to some degree is rude, but refreshing."

In addition to the television commercial, the company will also promote its new proposition online and out of home.

Reliving the glory

The television campaign generates a mixed review from advertising professionals who are of the opinion that while it is able to get the message across to the consumer, it fails to create the old magic.

Calling the TVC well-timed, Rahul Jauhari, national creative director, Everest Brand Solutions, says, "The TVC carries forward the Greenply claim of longevity and clearly makes the point. However, the jingle could have been a lot more memorable. And yes, I miss the mad humour of some of the earlier Greenply commercials."

Providing a planner's perspective, Anirban Chaudhuri, senior vice-president, Mudra, notes, "Many a time, when you do not have anything new to say, the execution can bring about a freshness in your communication. In that way, this is an interesting execution. But, the message does not give a new perspective to the platform of 'long-lasting', a category claim. And, it would be limiting to think that there is no way out on that front."

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