When in doubt... ask Greenply

The 'Ask Greenply' campaign executed by Ogilvy and Mather nudges the viewers in amusing ways to ask questions on plywood.

Greenply has kicked off the 'Ask Greenply' campaign with the launch of three new TVCs titled 'Nayi Maa', 'Dhongi Baba' and 'The Couple'. In a shift from the oft-repeated 'durability' and 'strength' proposition in the communication for the plywood category, the TVC nudges the viewers in amusing ways to ask questions on plywood, so that they take informed buying decisions.

The ads make use of humour by showing the three protagonists in situations where they are asked some unconformable questions. In one of the ads, the 'dhongi baba' is seen relishing chicken and alcohol while, in the other, a boy remembering his deceased mother is shocked on seeing his 'nayi maa' who is of the same age as him. The third ad depicts the husband's predicament on being asked to comment on his wife's weight. Predictably, the questions are left unanswered. Greenply chooses these awkward moments to introduce an unexpected 'plywood related' question, suggesting that answers come much easily if one chooses to 'Ask Greenply'. The sign-off encourages customers to either log onto the 'Ask Greenply' website or call directly on a toll-free number.

Plywood and associated by-products are now playing a 'lifestyle' role in homes. There are myriad plywood options tailor-made to suit specific purposes. However, potential homeowners are oblivious to the variety of plywood and its usage. The message is directed to this growing volume of customers, who prefer doing thorough research before making a purchase.

The objective of this campaign, executed by Ogilvy and Mather, is to exhort designers, artisans, reviewers and end-customers to seek answers to plywood related questions. The company has set up a call-centre and a new website showcasing several product videos, to this end. The campaign will be executed across television, print, outdoor, digital, cinema and social media.

"We believe that Greenply must act, feel and behave like a category leader. 'Ask Greenply' will give birth to a new breed of demanding and educated customers which will positively impact the overall category," says Kamal K Mishra, associate VP and head marketing, Greenply Industries.

The brand believes that the shift in usage patterns of plywood has not been reflected in advertising. Thus it was important to arrive at a brand differentiator, in this case, the customised variety of Greenply products. But the challenge was to have them discovered and appreciated, and that is how the agency came up with the 'Ask Greenply' approach.

Mudassar Hossain, vice president, Ogilvy and Mather, Kolkata, says, "Research shows that consumers purchasing plywood are disinterested and clueless about what they buy. At best, they ask the same boring set of questions such as 'Will it last long?', 'Is it borer/ termite proof?' and at their worst, they blindly follow suggestions of their carpenter or interior decorator."

"The result of the 'Ask Greenply' campaign would be a ready repository of questions and answers, which can serve as reference for anyone planning to do up his or her house in future," adds Jit Lahiri, senior planning director, Ogilvy and Mather, Kolkata.

Greenply Industries is an interior infrastructure company which claims to account for almost 36 percent of the organised plywood market in India, with a turnover of Rs. 2000 crore.

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