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.”
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.
