afaqs! news bureau

Greenply enters Limca Book of Records with the largest graffiti painting

Greenply's 'Always Hoyenga' campaign is extended to OOH, also ensuring the brand an entry into the Limca Book of Records.

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.

Greenply enters Limca Book of Records with the largest graffiti painting
To amplify Always Hoyenga on ground and build high recall, Greenply tied up with Radio Mirchi to launch a radio contest. In the second phase, it came up with 10 feet x 10 feet graffiti walls constructed for graffiti contests in Delhi, Mumbai, Hyderabad, and Bengaluru. The graffiti wall in each city contained wishes, either painted or written, by the people. At the venues, along with graffiti painting, on-site games were also organised.

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.

Greenply enters Limca Book of Records with the largest graffiti painting
Always Hoyenga is also extended on digital and social media, including apps created to increase brand recall. There is an upcoming digital contest, 'Chair to Future', which will be launched shortly. Outdoor activations also carry the campaign forward.

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."

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