Apart from Olive, the pitch saw digital agency Zedo and a couple of freelancers take part. According to sources, Greenply which has an ad spend of about Rs 12 crore, plans to spend about 7 per cent of it on digital media.
Confirming the news, Alex Joseph, vice president- marketing, Greenply Industries, says, "The digital medium has acquired an all new importance given the changing temperaments today. We were not very active on digital media until now. With this, we hope to drive engagement and interactivity."
As part of the initial activities, Olive has already launched a contest through a microsite www.alwayshoyenga.com, and is managing Facebook and other social media platforms for Greenply.
"We marked the beginning of this new alliance by successfully launching the Always Hoyenga campaign online in record time. Always Hoyenga is a thought through marketing strategy wrapped around the TVC. We extended this concept to give it the right digital tenor," said Dipin Kapur, director, Olive e-Business.