Mumbai: Greenply Industries continues its collaboration with Lucknow Super Giants (LSG) in the ongoing Indian Premier League (IPL) 2024 season. This partnership is now in its third year. Greenply explains that its strategic approach, diverging from conventional methods, emphasises engagement-led ideas.
Sanidhya Mittal, joint MD Greenply Industries said, “Our partnership with the Indian Premier League is a fusion of two dynamic teams – Greenply and Lucknow Super Giants. It is not just about branding; it’s about crafting meaningful experiences and fostering genuine connections. Through innovative digital initiatives, we’re bringing fans closer to their cricketing idols, while our community-centric engagements echo our shared values and aspirations. Greenply has leveraged this association to unite cricketing luminaries, bridging the gap between fans and the game, magnifying our brand’s presence, and reinforcing our commitment to excellence and inclusivity.”
At the heart of Greenply’s IPL journey is its connection with regional pride. In 2022, Greenply unveiled a special anthem, ‘Jalwa Dikhega’ and the goal was to resonate with Uttar Pradesh’s spirit. This initiative aimed to entertain and include the audiences which is the general populace of Uttar Pradesh, making them feel more connected to the achievement of their regional team – Lucknow Super Giants. The jingle was a vibrant celebration of local pride and unity. The initiative not only fostered engagement but also strengthened the bond between the brand, IPL, and cricket enthusiasts.
In its second year of association with LSG, Greenply looked to integrate AI and digital technologies to redefine fan engagement. The AI-driven campaign was not just about innovation, but also about creating personalized experiences that resonated uniquely with each fan aded the company. Trade partners and influencers of Greenply experienced a new level of closeness with players, such as KL Rahul. This blend of technology and cricket was aimed at deepening Greenply’s ties with both IPL and LSG, amplifying the impact of its initiatives on the broader cricket enthusiast community.
Greenply added that its commitment to social responsibility was evident in its initiatives aimed at creating inclusive spaces. In 2023, the brand installed wheelchair-friendly plywood ramp infrastructure at Ekana Stadium, Lucknow. This initiative showcased responsible business practices and set a good example for relevant social impact initiatives within campaigns. The installation ensured that everyone, regardless of mobility challenges, could partake in the thrill of live cricket matches, reflecting Greenply’s broader vision of making public spaces accessible to all.
Furthermore, in the same year, Greenply hosted “In the House” chat show, featuring splayers like Krunal Pandya, Quinton De Kock, Marcus Stoinis, Avesh Khan, and media personality Mandira Bedi. This event marked a celebration post the launch of their MDF plant in Baroda, showcasing Greenply’s commitment to blending sportsmanship with industry innovation and creating an impact that was experienced by the locals of Baroda, as well as digital netizens.
As Greenply and Lucknow Super Giants continue their journey, the future holds promise of more exciting collaborations, groundbreaking experiences, and a continued commitment to redefining sports partnerships.
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Jingle for Lucknow Super Giants (Greenply LSG)
