NEW DELHI: People have been confined to their homes for over a year, guarding themselves against the spread of the novel Coronavirus, which is mostly spread through air. But have they ever considered the dangers that dwell unnoticed within our homes? This is the question raised by Greenply Industries in its latest brand campaign.
The TVC campaign created by Ogilvy India highlights the risk of formaldehyde emission from plywood and showcases the ‘Zero Emission (E-0)’ product range of the company, with the tag line; 'E-0 chuno, Khulke saans lo'. The campaign features actor Boman Irani in the lead, and through the course of a lyrical banter, asks the unavoidable question: never mind the dangers outside, who will save you from the dangers inside?
Greenply Industries joint managing director Sanidhya Mittal said, “There has been a significant change in the consumer buying pattern. People today are extremely concerned not only about their external environment but also about the indoor air quality where they live. There is more awareness about the impact of air pollution on human health. The rising concern pushed us to come up with this innovation.”
According to the company, the aim was to weave a narrative that finds its way to the core message through a relatable analogy wrapped in humour. After all, home is supposed to be a safe space, a mask-free zone. The only thing that stands between you and deep, cleansing breaths is formaldehyde emission. E-0 grade emission compliance made sure that the plywood emits negligible formaldehyde and that its manufacturing facility has an on-site testing mechanism to monitor quality.
Ogilvy executive creative director Sujoy Roy said “Musical banter is one of the oldest forms of creative expressions. It makes the intended message more memorable simply by being engaging, lyrical and humorous. We thought that a comic dialogue leading to a conversation on formaldehyde emissions might just be the way to reach out to homeowners, across social, cultural and class identities. We couldn’t think of anyone better than Boman Irani for the role.”
Link to the film:
