Greenlam Industries has introduced its new commercial film as an extension of last year’s campaign titled “Kuch Mera, Kuch Tumhara.” The campaign has been conceptualised by Dentsu Creative and encapsulates the collaborative effort of a father and a daughter in creating a home as per their individual choice.
The film showcases a father and daughter choosing laminates. They are both dealing with loss and while the father is stuck in his memories, the daughter wants him to move forward. By transforming their living space, the daughter wants her father involved and create new memories in the with the new space.
Parul Mittal, Director, Greenlam Industries, said, “At Greenlam, our endeavour is always to understand the pulse of our consumers, keep up with the changing needs and trends to make the transformational journey of building a house, more delightful for them. In continuation to our last year’s campaign hinged on the insight that the journey to a beautiful space is travelled with companions and partners that arrests disagreements. The dream of your unique space is only fulfilled on those negotiated grounds giving birth of “Kuch Mera Kuch Tumhara”. The campaign beautifully mirrored our consumer’s behaviour while showcasing our range that equips them to fulfil their dreams. This year, we have explored a new equation which I am certain will connect with our consumers at an emotional level, delivering greater brand association.”
Commenting on the launch of the brand campaign, Alex Joseph, Senior VP Marketing, Greenlam Industries, said, “Through this campaign, we aim to resonate with the emotional sentiments and creative needs that our customers have and fulfil them by giving a diverse choice of products to choose from. Our campaign highlights the journey that the consumers go through while designing or renovating their homes. We want our products to not only transform spaces but also to enrich the lives of all of those who come in to contact with them.”
Ujjwal Anand, Managing Partner, Dentsu Creative, said, “Kuch Mera Kuch Tumhara” isn’t just a campaign for us. It’s an emotional journey, just like the one that is travelled by our consumers to make their space beautiful, fulfilling, and unique. This year, we have explored one of the most beautiful equation between a father and a daughter and the negotiation isn’t restricted to the choices of surface or design but it expands to the emotional aspect of those individuals. The TVC dives deeper into the emotional aspect and showcases how a father who has lost his wife is stuck in the memories while the daughter is wanting for her father to move forward and be the person he used to be. Through the space transformation, she is trying to achieve the milestone of breaking that ice and bring her father to a point where he gets involved in creating new memories with the new space. The film highlights how there is a role reversal between the father and the daughter and will definitely resonate with our consumers, we believe.”
Janmen Joy, Chief Creative Officer, Dentsu Creative North, said, “It is our endeavour to push boundaries and arrive at unique articulations and executions. And when you have a partner like Greenlam, it just becomes so much easier. In continuation to our last year campaign’s success, we really wanted to go beyond and do something extraordinary. With the exploration of this new emotional equation and placing the space transformation as a catalyst to transform a person, we have just done that, we believe. The new TVC will connect with our consumers and partners alike, helping in our recall and association.”
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