Greenply has launched a new campaign with Lucknow Super Giants for this T20 Cricket season, drawing a connection between the high-stakes and high-demand world of cricket that seek superior performance and the everyday situations at home that necessitate good quality plywood products.
Conceptualised and executed by Tonic Worldwide, the campaign features a series of three witty films that humorously mirror how life at home can be just as unpredictable and intense as the action on the cricket field, but Greenply’s products rise to the occasion every time.
Featuring cricketers from Lucknow Super Giants, each film spotlights a key feature of Greenply’s offerings showcased through light-hearted yet near-disaster scenarios that unfold during match-time celebrations at home. Greenply is the Principal partner of Lucknow Super Giants team.
The campaign films will be promoted extensively during the ongoing T20 cricket tournament across CTV, and social media platforms, and will form a key component of a strategic full funnel campaign, where customers will be directed to a dedicated WhatsApp business chatbot to find expert solutions for their requirements besides an opportunity to win T-20 match tickets.
Link to ad campaigns:
Speaking about the campaign, Yatnesh Pandey, VP Marketing, Greenply Industries said, “With cricket being such an integral part of Indian homes, we wanted to tap into that shared excitement and show how Greenply products consistently deliver on performance. Built on a legacy of quality, our products stand true to the trust they’ve earned. ‘Har Zarurat ka Reply’ is more than a tagline — it’s our promise of reliability where it counts the most, whether it’s on the field or in your home.”
Commenting on the campaign, Josna Joseph, Senior Creative Director, Tonic Worldwide, said, “The Indian cricket fans are an important customer base for almost every brand. To break the clutter, it is important to connect with them emotionally. Players or plywood, it’s talent and performance that ultimately creates a loyal fanbase and customer. Our recent campaign for Greenply uses pivotal moments in cricket where players ‘reply’ to a challenge – an opponent or a score, through sheer performance. Strategically, we connected the two and created films that are lighthearted yet convey the message strongly – Har Zarurat Ka Reply – Greenply.”
