Mumbai: With every brand elbowing their way onto the IPL bandwagon, keeping head above clutter is a fairly daunting task. Conceived by the Gurugram office of L&K Saatchi and Saatchi, onboarded as the integrated agency for the brand -Greenpanel MDF has risen to the occasion with their new film starring Delhi Capitals cricketers David Warner, Prithvi Shaw and Manish Pandey.
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.
Commenting on the campaign, Greenpanel VP marketing Arvind Joshi remarked, "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're excited to bring Greenpanel to the forefront of consumer consciousness with our first-ever 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're confident that this campaign will make a lasting impression on our customers and are excited to see the impact it will have. Our endeavour, at the end of the day, is to make Greenpanel synonymous with MDF."
Sharing his views on the campaign, L&K Saatchi & Saatchi joint national creative director Rohit Malkani 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!”
EVP & head of North and East Hindol Purkayastha added, “The campaign was created in record time as we just 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 to the market leader positioning for us. The team is excited and we are already looking at newer ways to strengthen the positioning in the category.”
The campaign will be promoted prominently on essential platforms like television, print, outdoor, digital and social.