The campaign is created by Ogilvy India for Greenply, under the direction of Bollywood director Shoojit Sircar, and highlights the journey of self-made individuals.
Greenply Industries Limited has launched its new set of TV campaign ‘Khud bane Ho Toh, Greenply Banta Hain’. The campaign highlights the journey of self-made individuals who have humble beginnings, combat failures, and finally, traverse to their path of greatness.
The tagline “Khud Bane Ho Toh, Greenply Banta Hain’ is the underlying thought in the campaign featuring a series of two TVCs highlighting the success path of every self-made individual. For every achievement recorded on evergreen pages of memories, there are stories of disappointment, difficulties, and defeat that go unremembered.
The first TVC showcases the journey of a writer who commences his journey from a small town, challenges a number of failures, and finally tastes the fruits of success. The second TVC has been conceptualized as a continuation of the #StopSayingWomenCant campaign, highlighting the pursuit of the greatness of a women carpenter whereby every no turns into yes, everyone cannot becomes can. The advertisement celebrates the spirit of womanhood on the occasion of International Women’s Day.
Talking about this campaign, Sanidhya Mittal, Joint Managing Director, Greenply Industries Ltd said “We at Greenply understand what it takes to make it on one’s own. As our brand’s philosophy, we always appreciate the length to which individuals go to fulfill their dreams. This campaign is a salute to those self-made people and their indomitable spirit.”
“‘Khud Bane Ho Toh, Greenply Banta Hain’ is all about encouraging everyone to express themselves and keep pursuing their dream. The campaign narrative embodies the principles of what Greenply stands as a brand. It celebrates every self-made individuals’ zeal to stop at nothing in achieving greatness. Through this campaign we are looking to establish a deeper connection with our audience.” said Subir Palit, Country Head, Sales and Marketing, Greenply Industries Ltd.
The films feature a series of monologues in the voices of characters who represent individuals whose careers have been born out of struggle and indecision. The monologues, accompanied by a montage of their struggles, culminate into victory. These are individuals who are recalling their past hardships. The message is simple: never give up, go forth without hesitation.
“The campaign is a tribute to the undefeated resilience of humanity. The characters are people we can easily relate to. We feel their frustrations because we have all been in their shoes. That’s why their hope is our hope. The mood of the campaign gets succinctly translated into the familiar Tagore song we hear at the end. The message is clear: walk the solitary path even if no one comes to walk with you.” said Sujoy Roy, Executive Creative Director, Ogilvy India.