The leading MDF manufacturer, Greenpanel has launched a new television commercial, featuring players from the Indian Premier League (IPL) team, Delhi Capitals (DC).
Rishabh Pant, David Warner, and Anrich Nortje take centre stage in this latest campaign, crafted by the advertising agency L&K Saatchi & Saatchi.
The TVC marks the MDF manufacturer’s strategic activation of their principal sponsorship with the Delhi-based franchise.
India’s largest wood panel manufacturer takes a unique approach in this TVC, offering viewers a behind-the-scenes (BTS) glimpse into the making of a commercial featuring the cricket stars. This fresh perspective aims to grab viewers’ attention and stand out from the crowd of standard commercials.
The TVC launch is just one facet of the manufacturer’s comprehensive marketing campaign. The company’s strategy encompasses Above-the-Line (ATL), Below-the-Line (BTL), and digital initiatives. The digital space sees Greenpanel utilizing paid social media campaigns and special content featuring the players. The wood panel manufacturer is also leveraging traditional media with Point-of-Sale Materials (POSM) placed strategically and stadium branding during Delhi Capitals’ home games.
Arvind Joshi, VP, Marketing, Greenpanel, said, “This time around, we’ve opted for a fresh and innovative approach by conceptualizing the commercial in a behind-the-scenes (BTS) format. We hope this will be a fresh kind of viewing experience and will break the clutter. Our latest TVC showcases our superior quality product offering and talks about our water resistant HDWR boards and reinforces Greenpanel’s leadership position.”
Shayak Roy, Director, added, “It was the first and the best 1 hour of shooting of my life. Kudos to the team at Greenpanel for buying into such a fun idea which probably many brands at their level wouldn’t have dared to take up. Cheers to everyone involved, when all the parties are aligned it’s always a six.”
Rohit Malkani, Chief Creative Officer, L&K Saatchi & Saatchi, said,“After the hilarious and hugely popular Greenpanel IPL film last year, the pressure was back on to do another winner. We had Greenpanel toss us a product (Greenpanel Water resistant HDWR) that started off an explosion of fun ideas. But finally, we honed in on a film-in-film technique that uses Delhi Capital players to do what they’re best at, having fun!”
L&K Saatchi & Saatchi is an Indian advertising agency and a subsidiary of the global network Saatchi & Saatchi, which is known for its creative and impactful campaigns. The advertising agency focuses on creating campaigns that not only resonate with audiences but also drive positive business results for its clients.
Greenpanel, renowned for its high-quality MDF (Medium Density Fibreboard), plywood, and flooring is committed to innovation and sustainability. As India’s largest MDF manufacturer, the company boasts a production capacity of 660,000 cubic meters annually and a vast network exceeding 3,000 outlets for easy access to its premium products. It’s worth noting that Greenpanel recently allied with DC’s Women’s Premier League (WPL) team, which achieved a commendable second-place finish in the 2024 season.
In fact, this isn’t the only recent campaign featuring DC players. The team’s stars were also seen in Fixderma‘s #HarDinSunscreen campaign and Puma India‘s #DelhiSaveTheFight ad campaign, further amplifying their presence and brand value.
On the field, the team will take on Gujarat Titans (GT) tonight at 7:30 PM IST at the Arun Jaitley Stadium in Delhi.