Greenply, the interior infrastructure company, has extended its 'Greenply Always Hoyenga' campaign to the next phase. After the rhythmic television commercial, a below the line initiative has taken the brand's Wishlist Graffiti to the Limca Book of Records for creating the Largest Graffiti Wall in India.
The walls from the cities were then added to create a mega graffiti wall measuring 960 feet x 5.25 feet in Kolkata, which won an entry in the Limca Book of Records as the Largest Graffiti in India.
The ideation and execution of the on-ground activity was done by the in-house team of Greenply, in association with Radio Mirchi.
Talking about the expected connection created by the campaign, Alex Joseph, vice-president, marketing and communication, Greenply Industries, says, "Technically, the product is an ingredient material for furniture and interiors. The biggest challenge faced by us was the low awareness and low involvement of direct consumers with the brand. The most important thing was to open up to the consumers in such a way that the brand finds a place in the top consideration list of the consumers. The campaign and the TVC have surely brought us closer to the consumer, while increasing recall value, too."First Published : January 31, 2012