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
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
