Greenply Industries commemorates Indian Independence with #AsliAzadi campaign

Objective of the campaign: The objective of the campaign is to explain the new concept of Azadi, the significance of being free from all taboos in the society. To explain what Azadi really means in our age. To carry forward a thought that we have imbibed for good and a greater cause.

Brief shared with the agency: 2018, on the eve of Independence Day, Greenply aimed to pay a tribute to the farmer community through the #AsliAzadi initiative with the commitment to provide them support socio-economically

Fast Forward to 2019. Come this August 15, we will be stepping into our 73rd year of independence and like every year, we are all geared up to celebrate the spirit of freedom. But the bigger question lies, are we free? Every day, somebody or the other is fighting big or small battles to overcome societal norms, oppression, corruption and several other actions that hinder their real freedom. And, amidst all these incidents and actions, there lies a spectator who is a constant observant - the furniture.

The Creative Approach: The objective was to encapsulate the essence of the campaign and create a connect with the brand. To showcase furniture as a constant companion who spectates all the injustice that stops people from being truly Independent.

Film Descriptor (i.e. describing the film):

We start the campaign with a brand film where we showcase different situations, right from neglecting the LGBT community to corruption to child labour and domestic harassment. While the narration depicts those incidents closely, Greenply urges to put an end to those and that is when the nation will proudly celebrate #AsliAzaadi.

Mr. Sanidhya Mittal, Executive Director of Greenply Industries Limited: Our #AsliAzadi is an awareness campaign personified through various plywood furniture. It is dedicated for people at large to break free from the oppressive societal issues and claim independence from the sufferings that happens behind the closed doors. This campaign was conceptualized with a commitment towards creating a positive change in the society.

Mrinal Lunia - CEO, Digitale: This film helped explore and bring to light some key issues that our society is engulfed with. Greenply being a socially aware brand gave us the right platform to help highlight these and bring it to the mainstream to break free from the shackles and attain #AsliAzadi

Link to the film: