For generations, Indian homes have relied on symbolic rituals — from lemon-and-chili charms to evil-eye trinkets — to protect their spaces. These age-old practices reflect a deeply emotional desire to guard what’s valuable, especially in newly built homes. Greenply’s latest campaign for Ecotec cleverly flips this cultural insight on its head with a witty twist: while superstitions may offer peace of mind, they won’t protect your furniture — but Ecotec will.
Built around the brand’s core promise, “Kaam Sahi. Daam Sahi,” the new TVC features a playful encounter between Bhola Bhai, a tradition-bound homeowner, and Uttam Bhai, a no-nonsense contractor. As Bhola Bhai hangs lemons and chilies to keep bad luck away, Uttam Bhai counters with practical wisdom — true protection comes from quality. With termite resistance, moisture protection, and a 10-point quality check, Ecotec plywood offers durability and assurance, minus the superstition.
Infused with slice-of-life humor and rooted in the emotional and value-conscious mindset of Indian consumers, the film delivers a memorable message: choose certified strength over old-school beliefs.
“This campaign lets us connect with the value-conscious Indian buyer in a tone that’s relatable and fun,” said Mr. Sanidhya Mittal, Joint Managing Director, Greenply Industries Ltd. “They deserve dependable, high-quality products without overpaying. Through this campaign, we’ve woven together slice-of-life humour, and Ecotec’s benefits to remind viewers that ‘Kaam Sahi. Daam Sahi’ isn’t just a tagline — it’s the value-for-money choice that makes it right for their furniture.”
Taking the campaign beyond the screen, Greenply has activated an engaging on-ground strategy at dealer outlets to boost Ecotec’s presence and recall. Vibrant in-store displays — including eye-catching posters and danglers — greet walk-in customers, creating instant connect and curiosity at the point of sale.
Adding a fun cultural twist, the brand distributed a unique dealer announcement kit featuring a symbolic “Kajal Box” and a “Nimbu-Mirchi” keychain — clever nods to the Indian tradition of warding off evil. These playful elements reinforce the campaign’s central message: “Nazar Na Lagey” — your furniture is safe with Ecotec.
From mass reach to hyperlocal charm, the campaign is meticulously designed to resonate across audiences. A 35-second TVC leads the charge, supported by a robust 360-degree media strategy that spans TV, cinema, print, radio, outdoor, and digital. With strategic placements across top news channels, transit points, and social platforms, Ecotec is making sure everyone sees — and remembers — the smarter way to protect their furniture.
