Greenply Industries Limited, a leader in India’s interior infrastructure industry, has launched its latest campaign titled ‘Har Zarurat Ka Reply’, featuring India’s first bird influencer—Gullu, a cheeky, quick-witted parrot. This innovative TVC introduces Gullu as the face of Greenply’s commitment to healthy and safe interiors, a promise built on the company’s values of safety, performance, and sustainability.

Following the success of its previous Zero Emission TVC, Greenply continues to set new benchmarks with this campaign, which aims to inform consumers, dealers, and contractors about the importance of choosing quality plywood for their homes and businesses. With home interior choices becoming increasingly sophisticated, the campaign appeals to all key players in the industry, highlighting the significance of safe, sustainable products like Greenply’s E-0 rated plywood.

Gullu, the parrot, represents a fresh and engaging brand mascot. Known for their ability to mimic human speech, parrots are natural communicators, and Gullu’s humor plays off this characteristic, with him humorously remarking, ‘Tote ki tarah baar baar ratunga nahi,’ cleverly reinforcing the quality and durability of Greenply plywood.

Through a series of short films, Gullu appears in relatable, humorous situations, showcasing how ordinary plywood can pose safety risks, such as fire hazards or emissions, while Greenply plywood offers a safe alternative. For example, in one scenario, Gullu reassures a dealer during a simulated fire in a plywood store, confidently stating that Greenply’s plywood is fire-resistant, thereby offering peace of mind.

The campaign is aimed at positioning Greenply as the go-to brand for consumers seeking healthy and safe interiors. With a focus on innovative solutions like E-0 rated products (which guarantee zero emissions), Greenply reinforces its edge in the market. The punchline, “Har Zarurat Ka Reply”, highlights the brand’s promise to meet every need for quality, safe interiors.

To ensure the message reaches a broad audience, the campaign will be rolled out across multiple platforms, including:
• Television: Targeting both urban and semi-urban markets.
• Digital Platforms: OTT platforms, social media, and digital ads for wider online reach.
• Print and OOH Ads: Offering visibility in over 34 cities, the campaign will be complemented by on-ground activities and out-of-home advertising.

Sanidhya Mittal, Joint Managing Director of Greenply Industries, emphasized the company’s focus on customer well-being: “Our products reflect our values of safety, performance, and sustainability. With this campaign, we aim to position Greenply as the top choice for healthy interiors that not only ensure safety and durability but also enhance the living experience.”
Anurag Agnihotri, CCO of Ogilvy – West, added: “In a market where unbranded plywood often compromises health and safety, Greenply stands out. The ‘Har Zarurat Ka Reply’ campaign reinforces Greenply as the trusted choice for quality interiors that prioritize well-being.”