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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.”
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Ogilvy appoints Carol Reed as Global Chief Innovation Officer
Advertising veteran joins to drive human-first innovation in an AI-powered world.
MUMBAI: Carol Reed has found a new creative canvas and this time, she’s bringing her innovation brush to one of advertising’s most iconic names. Ogilvy Group has appointed Carol Reed as its new global chief innovation officer. Reed, who previously served as Chief Innovation Officer at WPP Open X, brings deep expertise at the intersection of creativity, technology, media, and commerce.
In a note announcing her move, Reed said she was drawn to Ogilvy because of its unmatched legacy. “The most powerful thing AI can do is make human creativity more extraordinary not replace it,” she stated. “This is an agency with something no algorithm can replicate, a 78-year legacy of ideas that change culture and drive real business results.”
Reed will focus on building new products, platforms, and partnerships to amplify Ogilvy’s creative heritage for clients and its global talent network. She will work closely with Global CEO Laurent Ezekiel and global chief creative officer Liz Taylor.
Her career began at Publicis Groupe’s Digitas as an associate media planner. She later moved to Omnicom Media Group and rose to senior vice president and programmatic lead at Digitas, where she built an in-house programmatic team of over 40 members. Most recently, at WPP, she served as executive vice president for data and product marketing.
With her appointment, Ogilvy strengthens its innovation leadership as the industry navigates rapid advancements in AI and technology.
From building programmatic teams to championing human creativity in an AI era, Carol Reed has consistently stayed ahead of the curve. Her arrival at Ogilvy signals a fresh push to blend cutting-edge innovation with the agency’s legendary creative spirit.
