MAM
Greenpanel unveils a new TVC with a quirky take
Mumbai: Greenpanel, India’s largest wood panel manufacturer, has launched its second TVC under its umbrella campaign “Greenpanel – MDF ka Doosra Naam”. The TVC “Unshakeable Strength: Greenpanel MDF” tries to draw attention to the product’s qualities i.e. durability, reliability, strength, water resistant, fire retardant, and termite proof. It clearly showcases the superiority of Greenpanel products in the category.
Conceptualised by L&K Saatchi & Saatchi Pvt. Ltd., this TVC highlights the products developed by Greenpanel MDF and their capacity to withstand any harsh circumstances. A common man and his family, who are surrounded with Greenpanel MDF furniture, exhibit an unusual response to a precarious situation in the TVC. The choice of the family to take cover under their Greenpanel MDF dining table rather than leave the house demonstrates the product’s durability and their faith in it.
The TVC will be promoted across India through TV, OTT, and digital campaigns. The TVC will be aired across major Hindi News channels, English News, Hindi GEC as well Hindi Movies. The brand continues to focus across all southern states as well, airing the TVC on major News, GEC, and Movie channels.
Greenpanel Industries Ltd. VP & head marketing Arvind Joshi said, “We have always been committed to deliver world class products to the Indian consumers. Greenpanel MDF is a superior quality product and an excellent alternative to traditional wood. Our new TVC communicates the true attributes of MDF in a quirky manner which will break the clutter on TV, this festive season. Through this campaign we will be reaching out to millions across India to ensure Greenpanel remains on top-of-the-mind for our trade and consumers alike.”
L&K Saatchi & Saatchi EVP & head (North & East) Hindol Purkayastha added, “This category has seen some great pieces of work in the past, and so we knew that our work had to stand out, while staying true to the brand promise. At L&K Saatchi & Saatchi, we understand our clients, we are their partners, and we help them build their businesses. With this philosophy in mind, we work on crafting a narrative that yields results. I am very proud of the work that the team has put out for Greenpanel.”
L&K Saatchi & Saatchi Jt National creative director Kartik Smetacek said, “I’ve always believed that there’s nothing more powerful in advertising than a good demo. And when you can deliver it with drama, scale and a twist at the end, you have something that will break clutter and be remembered. Big congratulations to the team for delivering on a deceptively challenging brief.”
The first TVC in the umbrella campaign served as a means of raising awareness, and the second TVC, which has a product-based theme, aims to highlight the superiority of Greenpanel Panel MDF and establish Greenpanel as a brand synonymous with MDF.
MAM
Sameer Nair shares heartfelt note as he exits Applause Entertainment
After nine years building the streamer’s content engine, one of India’s best-known TV men is moving on
MUMBAI: Sameer Nair is out. The chief executive of Applause Entertainment, the content studio backed by Kumar Mangalam Birla’s media empire, has announced his departure after nearly nine years at the helm, closing the chapter on one of Indian entertainment’s more quietly consequential careers.
Nair, who built Applause from the ground up in its current avatar, oversaw a slate that spanned Indian originals and international adaptations, threading together a hub-and-spoke business model that partnered with streaming platforms, broadcasters and production houses alike. The results were uneven, as they always are in content, but the ambition was not.
In a post on LinkedIn, Nair was generous to his outgoing patron. He thanked Birla for being an “inspirational boss and a great patron of the arts,” and signed off with a cheerful “Au Revoir” and a promise to remain Applause’s biggest cheerleader. Whether that sentiment survives the next chapter remains to be seen.
No successor has been named. Applause Entertainment did not immediately comment.
Nair built the machine. Now someone else has to run it — and in a streaming market that is simultaneously consolidating and convulsing, that is no small ask.
