Alliance is Greenply’s new media agency

Delhi based Alliance Advertising has been recruited as the media agency for Greenply Industries, which includes the plywood vertical, Greenply, as well as the decorative vertical, Greenlam.

Speaking to afaqs! about the win, Arshad Nizam, director, Alliance Advertising, says, “It is a privilege for us to work with Greenply Industries. We are sure we will be able to provide value in terms of fresh thinking and new ideas in a category that has some strong contenders.”

Manish Kakkar, brand manager, Greenlam Laminates, tells afaqs! that the creative duties for the brand have also seen a change; they are now being handled by Grey Worldwide. The account was earlier handled by Lowe, which continues to handle Greenply’s creative duties.

The incumbent agency on the media business was Initiative (a Lintas Media Group agency). The Greenply account, including both creative and media duties, has been with the Lintas Group for around five years.

Alliance won the Greenply business after a multi-agency pitch, which included ZenithOptimedia, Connext, Dentsu, Group M's Motivator and MPG. The pitch began in July. In the two rounds that were conducted, the agencies were briefed to deliver media strategy and recommendations for the company's flagship laminate brand, Greenlam. The final round was an evaluation of the media planning inputs for the brand by the shortlisted agencies.

Greenply has allotted Rs 15-17 crore for the marketing and advertising of the brand. Television will comprise almost 80 per cent of the entire media pie and 20 per cent will be devoted to print, primarily trade magazines and household and interior design magazines.

Greenply is known for its humorous commercials, some of the more memorable ones being the Sikh child film for Greenply and the Dikhane ka Jee Kare commercial for Greenlam.