NEW DELHI: Furniture manufacturer Greenply Industries has launched a new set of TV campaigns Khud bane Ho Toh, Greenply Banta Hain, which celebrates the resilience of human spirit and highlights the journey of every self-made individual, from humble beginnings, sobering failures to their path of greatness. The TVCs have been created by Ogilvy India and are directed by Shoojit Sircar.
The tagline Khud Bane Ho Toh, Greenply Banta Hain is the underlying thought in the campaign featuring two TVCs highlighting the success path of every self-made individual. For every achievement recorded on evergreen pages of memories, there are stories of disappointment, difficulties and defeat that go unremembered. The first TVC showcases the journey of a writer from humble beginnings, failures to its path of success. The second TVC has been conceptualised as a continuation of #StopSayingWomenCant campaign highlighting the pursuit of greatness of a women carpenter whereby every no turns into yes, every cannot becomes a can. The second TVC has been launched to celebrate the spirit of womanhood on the occasion of International Women’s Day.
Self-made individuals are forged in fire. Their achievements bear testament to perseverance in the face of frustrating hardships. They are the objects of our admiration, the subjects of our praise. The stories are an invigorating narrative of hope against hope, against all odds and naysayers. Through the TVCs, Greenply celebrates the untiring pursuit of success of every self-made people.
Greenply Industries joint managing director Sanidhya Mittal said “As our brands philosophy we always appreciate the length to which individuals go to fulfil their dreams. This campaign is a salute to those self-made people and their indomitable spirit.”
Khud Bane Ho Toh, Greenply Banta Hain is all about encouraging everyone to express themselves and keep pursuing their dream, said Greenply Industries country head – sales & marketing Subir Palit. “The campaign narrative embodies the principles of what Greenply stands as a brand. It celebrates every self-made individuals’ zeal to stop at nothing in achieving greatness. Through this campaign we are looking to establish a deeper connect with our audience.”
“The campaign is a tribute to the undefeated resilience of humanity. The characters are people we can easily relate to. We feel their frustrations because we have all been in their shoes. That’s why their hope is our hope. The mood of the campaign gets succinctly translated into the familiar Tagore song we hear at the end. The message is clear: walk the solitary path even if no one comes to walk with you,” said Ogilvy executive creative director India Sujoy Roy.
