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Greenply Industries has launched a line of zero-emission plywood (E-0) to protect indoor air quality by eliminating formaldehyde emissions. Last year, the company aired a television commercial starring Boman Irani across multiple platforms to emphasise the importance of selecting the right building material for safe interiors. Through radio spots, sponsorship tags, and trade and influencer engagement nuggets, Greenply has partnered with leading FM channels to increase consumer engagement across 26 cities. The campaign also uses push notifications to reach out to end users. Greenply continues to raise awareness among end consumers through relevant and multiple touchpoints, despite the fact that the E-0 innovation has reached over 1 million households.
Greenply has used category influencers on social media to share their experiences with zero emission plywood, including celebrities like Dia Mirza and architects like Sanjay Puri and Asheish Shah. Greenply has undertaken a one-of-a-kind activation as part of the campaign to convey the importance of green and healthy air, offering real-time AQI triggered ads on the Gaana app while on-ground. Greenply has built zero-emission bus shelters in Delhi using its E-0 plywood and air purifying plants that display the air quality index in real time. The zero-emission bus shelters were built to provide passengers with a clean green space where they can breathe easily and escape the harmful effects of outdoor pollution.
The goal, however, was to draw attention to the air quality we breathe or live in, whether outside or inside. The activation is part of the brand’s ongoing E-0 (zero emission) campaign, which encourages customers to choose the right material not only for their furniture, but also for their families’ safety with healthy indoor air quality. The campaign stands out because of its focus on public interest and unique communication style.
“We wanted to communicate the need to choose safe, healthy building materials for interiors, but we also wanted to engage the audience and narrate the benefits through relevant, meaningful, and unique touchpoints in order to create a better brand recall,” Sanidhya Mittal, joint MD, Greenply Industries, said.
