Greenply Industries, a key player in the interior infrastructure sector, has launched its latest brand campaign, introducing a fresh and quirky mascot — Gullu, India’s first bird influencer.
This clever and engaging parrot takes center stage in the campaign to emphasize Greenply’s dedication to creating safe, healthy interiors, all while showcasing its innovative products. The campaign is part of Greenply’s broader initiative, driven by the brand promise, “Har Zarurat Ka Reply.”
With home interiors becoming a more deliberate and considered choice among consumers, Greenply’s campaign bridges the gap between homeowners, dealers, and contractors. These three groups play a significant role in shaping interior decisions, and the new campaign aims to speak directly to them, ensuring Greenply’s message of quality, safety, and innovation resonates.
Gullu the parrot isn’t just any mascot; he’s a sharp-witted, quick-talking bird that brings a fresh, entertaining approach to communicating Greenply’s values. Parrots are known for their mimicry, but Gullu cheekily defies this stereotype by humorously proclaiming, “Tote ki tarah baar-baar ratunga nahi,” making him a standout character. His witty personality reflects Greenply’s commitment to breaking away from the usual, offering new solutions and approaches that redefine how people think about interiors.
The campaign features a series of light-hearted yet educational films where Gullu demonstrates how Greenply’s products surpass traditional plywood in safety and durability. One memorable scenario unfolds in a plywood store when a fire unexpectedly breaks out near a TV set. While panic ensues, Gullu calmly reassures the dealer, explaining that Greenply’s fire-resistant plywood won’t catch fire. This scene underlines the company’s innovative edge, positioning its plywood as an essential choice for safe interiors.
In another film, Gullu educates a contractor about the brand’s E-0 rated products, which are free from harmful emissions. The goal is to highlight Greenply’s eco-friendly and health-conscious innovations, showcasing how its products contribute to healthier living spaces.
Sanidhya Mittal, Joint MD of Greenply Industries Limited, explains the campaign’s vision: “At Greenply, we are dedicated to developing products that prioritize the well-being of our customers. The ‘Har Zarurat Ka Reply’ campaign underlines our commitment to safety, performance, and sustainability. By introducing Gullu, we’ve simplified the message and created an engaging way to communicate our product benefits to consumers. We want to ensure our products offer not just style, but also safety and comfort, ultimately improving the quality of life for our customers.”
The creative genius behind the campaign, Anurag Agnihotri, CCO of Ogilvy West, adds, “In a market where unbranded plywood often compromises on health and safety, Greenply sets itself apart with its focus on high standards. The ‘Healthy & Safe Interiors Ka Reply’ campaign aims to position Greenply as the go-to choice for consumers who value quality and safety in their homes. We wanted to make these benefits clear while also entertaining the audience.”
The ‘Har Zarurat Ka Reply’ campaign is a 360-degree initiative that spans multiple platforms to maximize visibility. Digital platforms, including OTT ads and social media, will play a key role in targeting a tech-savvy audience. Traditional media, such as print ads and TV commercials, will ensure the campaign reaches both urban and semi-urban areas, while eye-catching Out-Of-Home (OOH) advertisements will increase brand presence in over 34 cities.
By making product education both fun and accessible, Greenply’s latest campaign manages to connect with a wide audience, reinforcing the message that when it comes to safe and healthy interiors, Greenply has the right reply for every need.
With Gullu leading the charge, Greenply is making sure that healthy and safe interiors are not only a top priority but also an enjoyable choice for today’s homeowners.
