● The marketing strategy is aimed at increasing brand awareness and connecting deeper with consumers
● Featuring David Warner, Prithvi Shaw and Manish Pandey of the IPL’s Delhi Capital Team, the campaign’s focus is on making Greenpanel synonymous with MDF
New Delhi, April 18th, 2023: Greenpanel, India’s largest wood panel manufacturer, has launched its first-ever TVC with the tagline, Greenpanel- MDF ka doosra naam. The TVC features the three players, David Warner, Prithvi Shaw and Manish Pandey of the IPL’s Delhi Capitals Team.
Greenpanel is the principal partner of Delhi Capital IPL team 2023 . Taking ahead its vision of increasing brand visibility, the TVC launch is a strategic marketing move that will help amplify brand awareness while leveraging the IPL sponsorship.
Conceptualized by Law and Kenneth Saatchi & Saatchi Pvt. Ltd., this TVC is a fresh take on the conventional ‘problem-solution’ narrative. The film captures the three stars on and off the field in candid moments of sadness, frustration and rage. Leaving the viewer wondering if they are upset with a slump in performance or just got a dressing down from the coach! Just when you’re wondering why they are behaving in this strange manner, a voice comes in and explains that if you’ve just made your furniture without Greenpanel MDF, you would be upset too! Greenpanel makes the finest MDF that is Water resistant, Fire retardant, Termite proof and durable! The film is a breath of fresh air among the glut of IPL ads, with some memorable acting from the star trio.
Currently, the wood-based panel market is highly commoditized, price-sensitive and unorganized. The sole aim behind the TVC campaign launch at this stage is to make Greenpanel synonymous with MDF.
Expressing his contentment, Arvind Joshi, VP, Marketing, Greenpanel, remarks, "As a team, we're thrilled to embark on our first-ever massive consumer outreach under the leadership and vision of our MD & CEO, Mr. Shobhan Mittal. We are excited to bring Greenpanel to the forefront of consumer consciousness with our above-the-line approach. The timing couldn't be better, as we align ourselves with the excitement of the IPL tournament and our principal partnership with the Delhi Capitals team. We feel our TVC is truly remarkable - standing out amidst the clutter of advertising during this highly competitive season. We are confident that this campaign will make a lasting impression on our customers and are excited to see the impact it will generate.”
Sharing his views on the campaign, Rohit Malkani, Joint National Creative Director, L&K Saatchi & Saatchi, said, “Sharing his views on the campaign, Rohit Malkani, Joint National Creative Director, L&K Saatchi & Saatchi said, “While it’s always fun to do an IPL film for a brand, doing it on the heels of the pitch was even more exciting. Being the leader in the MDF category, the task set out for us was simple: make Greenpanel synonymous with MDF such that the two words are almost used interchangeably! With the Greenpanel film, we managed to do not just that, but also make people regret their choice of material/wood IF they haven’t used Greenpanel MDF!”
Mr. Hindol Purkayastha, EVP & Head of North and East, LKSS, added, “The campaign was created in record time as we won the mandate recently. But the idea was to land a positioning for Greenpanel that we continue through the years. Thus, with ‘MDF ka doosra naam’, we already have a positioning that resonates with the market leader positioning for us. The team is excited and we are already looking at newer ways to strengthen their positioning in the category.”
The TVC will be aired on leading news channels, movie channels, radio channels and Jio IPL Live along with social media platforms of the company like Youtube, Instagram, Facebook and Linkedin.
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