Ad Campaigns
Greenply ropes in Boman Irani to convey importance of safe air in our homes
NEW DELHI: People have been confined to their homes for over a year, guarding themselves against the spread of the novel Coronavirus, which is mostly spread through air. But have they ever considered the dangers that dwell unnoticed within our homes? This is the question raised by Greenply Industries in its latest brand campaign.
The TVC campaign created by Ogilvy India highlights the risk of formaldehyde emission from plywood and showcases the ‘Zero Emission (E-0)’ product range of the company, with the tag line; 'E-0 chuno, Khulke saans lo'. The campaign features actor Boman Irani in the lead, and through the course of a lyrical banter, asks the unavoidable question: never mind the dangers outside, who will save you from the dangers inside?
Greenply Industries joint managing director Sanidhya Mittal said, “There has been a significant change in the consumer buying pattern. People today are extremely concerned not only about their external environment but also about the indoor air quality where they live. There is more awareness about the impact of air pollution on human health. The rising concern pushed us to come up with this innovation.”
According to the company, the aim was to weave a narrative that finds its way to the core message through a relatable analogy wrapped in humour. After all, home is supposed to be a safe space, a mask-free zone. The only thing that stands between you and deep, cleansing breaths is formaldehyde emission. E-0 grade emission compliance made sure that the plywood emits negligible formaldehyde and that its manufacturing facility has an on-site testing mechanism to monitor quality.
Ogilvy executive creative director Sujoy Roy said “Musical banter is one of the oldest forms of creative expressions. It makes the intended message more memorable simply by being engaging, lyrical and humorous. We thought that a comic dialogue leading to a conversation on formaldehyde emissions might just be the way to reach out to homeowners, across social, cultural and class identities. We couldn’t think of anyone better than Boman Irani for the role.”
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Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
