Olive bags digital mandate for Greenply's Always Hoyenga campaign

By Nisha Menon , afaqs!, Mumbai | In Digital | January 09, 2012
The win for the digital agency comes post a pitch that was held in October.

Alex Joseph

Greenply, which came up with its new Always Hoyenga campaign after a gap of four years, now plans to use the digital media for the campaign. Post a pitch that was held in October 2011, it has appointed Olive e-Business as the digital agency for the same. The digital agency has previously worked with the Greenply brand Greenlam, and was also responsible for the company's website development.

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.

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