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
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
