MAM
Greenply questions your plywood choice
MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.
When it comes to investing in attractive furniture, an average Indian consumer holds nothing back. They gladly spend money on imported veneer and polish. They tighten their purse strings only when it comes to purchasing plywood, though it accounts for a small fraction of the total investment. According to the newly launched Greenply TVCs, such an attitude leads to wasteful expense. Customers are encouraged to ask Greenply before making any furniture-related decision.
The campaigns conceptualised by Ogilvy narrate the plight of people who use substandard plywood to make luxurious furniture. The stories open with the protagonists bragging about their imported veneer and polish. One untoward action through the course of the elaborate praises leads to a complete breakdown of the piece of furniture, resulting in embarrassment.
The films, in keeping with Greenply’s tradition of quirky storytelling, make consumers aware of the hazards of using cheap ply. They tell us that such accidents can happen when we compromise on the quality of plywood.
Ogilvy Kolkata managing partner creative Sujoy Roy adds, “The aim of this campaign is to make our consumers aware of the perils of compromising on the quality of plywood. We want to arrest the customer’s attention with the help of facts and humour.”
Greenply industries associate vice president and head of marketing Kamal K Mishra adds, “Greenply strives to make consumers aware of plywood’s importance, so that they can identify their needs and prioritise their investments.”
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
