Mumbai: Greenply Industries Ltd., an interior infrastructure brand, has rolled out an engaging new campaign during this T20 cricket season, reinforcing its brand promise of “Har Zarurat ka Reply” through a unique association with the Lucknow Super Giants.
The campaign, conceptualised and executed by Tonic Worldwide, cleverly aligns the unpredictable excitement of cricket with the everyday surprises of home life — all met with the unmatched reliability of Greenply’s products. Through a series of three humorous and relatable films, the brand highlights its core features such as high durability, water resistance, and fire safety, each brought to life by star players from the Lucknow Super Giants.
Greenply, the Principal Partner of the Lucknow Super Giants, brings this campaign alive during match-time scenarios where near-disasters strike amidst celebrations — but Greenply stands firm, embodying the message that it is indeed the solution for “every need”.
The campaign will be amplified through Connected TV (CTV) and social media platforms, forming part of a full-funnel marketing strategy. Audiences will be invited to interact via a dedicated WhatsApp business chatbot, offering expert guidance on plywood solutions and a chance to win tickets to live T20 matches.
Speaking about the campaign, Yatnesh Pandey, VP Marketing, Greenply Industries Ltd., said, “With cricket being such an integral part of Indian homes, we wanted to tap into that shared excitement and show how Greenply products consistently deliver on performance. Built on a legacy of quality, our products stand true to the trust they’ve earned. ‘Har Zarurat ka Reply’ is more than a tagline — it’s our promise of reliability where it counts the most, whether it’s on the field or in your home.”
Josna Joseph, Sr Creative Director, Tonic Worldwide, added, “The Indian cricket fans are an important customer base for almost every brand. To break the clutter, it is important to connect with them emotionally. Players or plywood, it’s talent and performance that ultimately creates a loyal fanbase and customer. Our recent campaign for Greenply uses pivotal moments in cricket where players ‘reply’ to a challenge – an opponent or a score, through sheer performance. Strategically, we connected the two and created films that are lighthearted yet convey the message strongly – Har Zarurat Ka Reply – Greenply.”
With this strategic and emotionally resonant campaign, Greenply continues to cement its positioning as a dependable solution provider for modern Indian homes, much like the trusted performances of the cricketers it proudly partners with.
