Greenply Industries, a leader in the interior infrastructure industry, has unveiled its latest brand campaign, introducing the clever and charismatic parrot, Gullu, as the star of their new commercial. This witty bird serves as a brand influencer, bringing to life Greenply’s core promise of providing healthy and safe interiors under the campaign tagline: “Har Zarurat Ka Reply.”
In a marketplace where interior choices are increasingly complex, Greenply’s campaign strategically engages three key stakeholders: the discerning consumer, the trusted dealer, and the reliable contractor. Through this dynamic trio, the campaign fosters a conversation that resonates deeply, communicating Greenply’s commitment to superior quality and innovation.
The selection of Gullu as the campaign mascot aligns with Greenply’s fresh and creative approach. Known for their ability to mimic human speech, parrots are natural communicators, and Gullu embraces this with a humorous twist. Despite his nature, Gullu declares, “Tote ki tarah baar baar ratunga nahi,” poking fun at himself while reinforcing Greenply’s pledge to deliver consistent safety and health standards for interiors.
The campaign unfolds across a series of films, each depicting Gullu in humorous yet informative situations where ordinary plywood proves hazardous, only to be saved by the superior quality of Greenply Plywood. In one scenario, Gullu reassures a dealer during a simulated fire, showcasing the fire-resistant properties of Greenply plywood. Another scene highlights the zero-emission, E-0 rated products in a conversation with a contractor, demonstrating the brand’s forward-thinking innovations and focus on safer, healthier living spaces.
The first film from the series, set in a plywood store, a fire suddenly breaks out near a television set, causing the dealer to panic. Gullu, quickly accesses the situation and reassures the dealer, saying, “Relax, nahi lagegi aag, tote ki tarah baar-baar ratu kya?” The dealer breathes a sigh of relief, realising his furniture is protected.
“At Greenply, we are committed to leading the way in providing solutions that truly prioritise our customers’ well-being,” said Mr. Sanidhya Mittal, Joint Managing Director of Greenply Industries. “Our products reflect our core values of safety, performance, and sustainability. With the ‘Har Zarurat Ka Reply’ campaign, we aim to position Greenply as the top choice for healthy interiors that not only ensure safety and durability but also enhance the overall living experience. The introduction of Gullu aims to simplify product benefits and connect with our audience in a more appealing and relatable manner.”
Speaking on the campaign, Anurag Agnihotri, CCO, Ogilvy – West, said, “In a market where unbranded plywood options often compromise health and safety, ‘Har Zarurat Ka Reply’ positions Greenply as the trusted choice for quality and well-being. With this campaign – Healthy & Safe Interiors Ka Reply – Greenply, we aim to reinforce Greenply as the go-to brand for healthy and safe spaces —meeting every interior need with care and quality.”
The integrated campaign will use a variety of platforms to maximise reach, including digital channels like OTT advertisements and major digital platforms, along with social media for better visibility. Traditional media, print ads, and on-ground activities will provide broader coverage. Television will play a key role in directly engaging consumers, ensuring the message reaches both urban and semi-urban areas. The campaign will also feature Out-Of-Home (OOH) ads for added visibility.
