The TVC is curated by Law and Kenneth Saatchi & Saatchi Pvt. Ltd, in which the ad portrays the three cricketers on and off the field in a range of emotions- sadness, frustration, and rage, which keeps the people curious about their strange behaviour, and then a voice comes in and explains the importance of the usage of the product, as these players in the commercial haven’t used the product, and that was the reason of their frustration.
Currently, the wood panel entity is serving as the principal partner of the Delhi-based outfit in this ongoing IPL 2023. The company wants to increase brand visibility with the help of the TVC featuring DC players, which will connect with their target audience during this exciting T20 cricket season in the country. The branding of the company is also visible on the right upper chest of the jersey.
Arvind Joshi, VP, Marketing, Greenpanel, said, “As a team, we’re thrilled to embark on our first-ever massive consumer outreach under the leadership and vision of our MD & CEO, Mr. Shobhan Mittal. We are excited to bring Greenpanel to the forefront of consumer consciousness with our above-the-line approach. The timing couldn’t be better, as we align ourselves with the excitement of the IPL tournament and our principal partnership with the Delhi Capitals team. We feel our TVC is truly remarkable – standing out amidst the clutter of advertising during this highly competitive season. We are confident that this campaign will make a lasting impression on our customers and are excited to see the impact it will generate.”
Rohit Malkani, Joint National Creative Director, L&K Saatchi & Saatchi, said, “While it’s always fun to do an IPL film for a brand, doing it on the heels of the pitch was even more exciting. Being the leader in the MDF category, the task set out for us was simple: make Greenpanel synonymous with MDF such that the two words are almost used interchangeably! With the Greenpanel film, we managed to do not just that, but also make people regret their choice of material/wood IF they haven’t used Greenpanel MDF!”
Mr. Hindol Purkayastha, EVP & Head of North and East, LKSS, said, “The campaign was created in record time as we won the mandate recently. But the idea was to land a positioning for Greenpanel that we continue through the years. Thus, with ‘MDF ka doosra naam’, we already have a positioning that resonates with the market leader positioning for us. The team is excited and we are already looking at newer ways to strengthen their positioning in the category.”
Greenpanel is India’s largest wood panel manufacturer, with the production unit available in Uttarakhand and Andhra Pradesh to make top-quality Medium Density Fiberwood (MDF), plywood, pre-laminates, wooden floorings, and doors.