In an age where health is of prime concern, everything that may potentially be useful requires sanitation. Be it our clothes, hands, packages coming from outside, or any surfaces such as shelves, tabletops on which the materials are placed. From time to time, All of them require cleaning with disinfectants. In this scenario, leading plywood company Greenlam Laminates launches its latest campaign.
The campaign was conceptualized by Mullen Lintas Delhi and the campaign highlights that Greenlam Laminates eliminates the risk of infection from touching a surface. This could be treated as a promise from their side to their potential customers about what safety they are providing. It is expected that the campaign will be covering a wide base of viewers thus the company could get more customers even in these times of the COVID-19 crisis.
The ad films remind us of the recent campaign by another brand from the same segment – CenturyPly. The brand claimed that the nanotechnology used by them in making its furniture, called ‘Virokill’, destroys viruses coming in contact with.
Commenting on the campaign, Saurabh Mittal, MD, and CEO, Greenlam Industries, stated that since the (COVID) pandemic started, the entire world is talking about different ways of maintaining hygiene, both outdoors and indoors. With a vision to help our customers build a safe environment only they developed a technically superior product with antivirus attributes. Through this new TVC, the company wants to connect with the customers to make them aware of the new product offering and the benefits they are providing, he added.
Speaking about the campaign Azazul Haque, CCO, Mullen Lintas, told that the brief of the campaign was to highlight the unique advantage that Greenlam Laminates is 99.99 percent virus-free including which they had to deliver it uniquely. The team had found quite relevant current behavioral insight of the society as well as the customers that being scared of touching anything. And from there the idea, ‘Chhoone se darr lagta hai’ came from. At present, most of the brands are doing highly serious work based on the subject. And thus the team decided that they must keep the campaign light-hearted, perhaps, the world is looking for comic relief from viruses, he added to it.
