Greenply Industries Limited has launched its brand campaign which highlights the risk of formaldehyde emission from plywood and showcases Zero Emission (E-0) product range of the company. The TVC campaign has been created by Ogilvy India featuring Boman Irani in the lead.
The campaign thought is succinctly captured in the tag line; 'E-0 chuno, Khulke saans lo'. We have been tossed around in the receding waves of a global pandemic, held hostage to an invisible army hiding in the air outside the safe space of our homes. Have we ever considered the dangers that dwell unnoticed within our homes? That is the question Greenply wants to ask through the zero-emission campaign. Through the course of a lyrical banter, the TVC asks the unavoidable question: never mind the dangers outside, who will save you from the dangers inside?
The campaign raises concern about formaldehyde emissions in plywood we use through an engaging, lively story, that drives the message home without sounding preachy or instructional. The aim was to weave a narrative that finds its way to the core message through a relatable analogy wrapped in humour. After all, home is supposed to be a safe space, a mask-free zone. The only thing that stands between you and deep, cleansing breaths is formaldehyde emission. E-0 grade emission compliance made sure that the plywood emits negligible formaldehyde and that its manufacturing facility has an on-site testing mechanism to monitor quality.
According to Sanidhya Mittal, Joint MD of Greenply Industries Ltd, there has been a drastic change in the consumer buying pattern. People are more focused on maintaining a clean environment inside their homes as well. He said, “The campaign is about creating awareness on what E-0 emission stands for. The commercial operates in the space of humour to strike a chord with our target audience. With increasing awareness about the harmful consequences of air pollution on human health, consumers today are extremely concerned not only about their external environment but also about the Indoor Air Quality where they live. The rising concern pushed us to come up with this innovation.”
Sujoy Roy, Executive Creative Director of Ogilvy said, “We thought that a comic dialogue leading to a conversation on formaldehyde emissions might just be the way to reach out to homeowners, across social, cultural and class identities.”
The new campaign transcends its role as product advertisement and becomes a relevant message issued in public interest. The communique hopes to initiate new conversations that will ultimately change our perception of safe spaces. Against the assault of invisible enemies inside our living spaces, only a champion can stand. That champion is Greenply Industries Limited, forever forging innovations that serve in the interest of health and well-being.
Teknion Enters Into A Strategic Partnership With British Furniture Brand Modus
Teknion has announced a strategic partnership with Modus, a renowned British furniture brand known for its commitment to sustainable design. This collaboration holds immense potential for the Indian market, focusing
CP Kukreja Foundation for Design Excellence Collaborates with Vishal K Dar to Celebrate the Architecture of JNU
An exhibition curated by Artist Vishal K Dar commemorated the late master architect CP Kukreja’s design of India’s monumental educational campus - the Jawaharlal Nehru University campus, Speaking with the language that
Peninsula Land’s project Salsette27 awarded IGBC Platinum Certification
Located in Byculla, South Central Mumbai, Salsette27, is one of 10 buildings in Mumbai to achieve the IGBC Platinum Certification – a recognition from the Indian Green Building Council that underscores the project’s exceptional value
Anant National University holds International Symposium ‘Architecture for All: Call of the Future’
The three-day international symposium organized by Anant National University, India’s first DesignX University, based in Ahmedabad, brought together leading minds from the global architectural community to explore the future of architecture
Ar. Tripat Girdhar awarded Indian Glory Award 2024 & Fames 60 Under 60 Awards 2024
Ar. Tripat Girdhar, Founder and Principal Architect of Arete Design Studio, Chandigarh, was bestowed the Indian Glory Award & Fames 60 Under 60 Awards 2024 for the category Innovative Architecture Designer at an event organized
Elan Group appoints BENOY to design 1st Luxury Mall of Gurugram
Elan Group has sparked tremendous excitement with its appointment of BENOY, a globally recognized architectural firm, to design the 1st Luxury Mall of Gurugram. This step marks a departure from conventional structures, ushering in a new
Alumil India Opens Exclusive Partner Showroom In Coimbatore
Alumil India, a fully-owned Indian subsidiary of Alumil Group – one of the global pioneers in designing and manufacturing high-quality architectural aluminium systems - unveiled its first exclusive partner showroom - YD Systems Pvt Ltd
3DXB Group Sets Guinness World Record for Largest 3D-Printed Villa in Dubai
3DXB Group, a leading innovator in 3D printing solutions for the construction industry, has made the world’s largest 3D-printed villa in Dubai. Made in one seamless session, the four-meter-high residential villa is set to become a symbol
Glass artist Grant Garmezy sculpts Indian Heritage at Arjun Rathi’s Glass Studio
Marking his inaugural appearance in India, Grant Garmezy gave a peek into his fascinating world of craftsmanship at the Rural Modern Glass Studio by Arjun Rathi, Principal at Arjun Rathi Design, and co-Founder of Design Democracy.
Colliers bags $10 million project with Infibeam Avenues, to construct AI extension hub in Ahmedabad
Real estate consultant Colliers has won an assignment to construct the Artificial Intelligence and Technology Extension Hub in Ahmedabad for Infibeam Avenues – an Indian multinational fintech company that plans to have an AI