Greenply Industries Limited held a series of flash mob activations across the state to highlight the brand’s affiliation with Lucknow Super Giants (LSG) as an associate partner.
Greenply has created a special anthem song to connect with Uttar Pradesh’s regional pride. “Jalwa Dikhega” captures both, the right spirit of the game and the spirit of the state. The anthem was written to increase engagement through user-generated content.
The on-the-ground activation included a series of flash mobs planned across five cities in Uttar Pradesh, including Agra, Lucknow, Varanasi, Ghaziabad, and Kanpur. The on-ground activations will aim to increase Greenply’s brand presence across Uttar Pradesh. As Uttar Pradesh has the second largest plywood market in terms of value, the association will assist Greenply in expanding its brand and business presence throughout the state and nationally.
Greenply Industries Limited became an associate partner of LSG, the first team from Uttar Pradesh to compete in the Indian Premier League (IPL). The Lucknow-based team features the Greenply logo on the right-side chest of their official match day jersey. The logo will also be prominently displayed during the franchise’s on-field matches. The association will also be boosted by a 360-degree campaign across digital and social media platforms that will run throughout the tournament. Greenply will also hold an online game for their trade and influencer partners to increase engagement.
Sanidhya Mittal, JMD, Greenply Industries Ltd said, “The on-ground activation will help to bring alive the regional pride amongst our audience and help us connect with the audience at large. We will also conduct various consumer connect initiatives across social media to generate more reach and engagement amongst the audience”.