Ad Campaigns
L&K Saatchi & Saatchi rolls out pan India ad campaign for Greenpanel – Why so angry?
Mumbai: With every brand elbowing their way onto the IPL bandwagon, keeping head above clutter is a fairly daunting task. Conceived by the Gurugram office of L&K Saatchi and Saatchi, onboarded as the integrated agency for the brand -Greenpanel MDF has risen to the occasion with their new film starring Delhi Capitals cricketers David Warner, Prithvi Shaw and Manish Pandey.
The film captures the three stars on and off the field in candid moments of sadness, frustration and rage. Leaving the viewer wondering if they are upset with a slump in performance or just got a dressing down from the coach! Just when you’re wondering why they are behaving in this strange manner, a voice comes in and explains that if you’ve just made your furniture without Greenpanel MDF, you would be upset too! Greenpanel makes the finest MDF that is Water resistant, Fire retardant, Termite proof and durable! The film is a breath of fresh air among the glut of IPL ads, with some memorable acting from the star trio.
Commenting on the campaign, Greenpanel VP marketing Arvind Joshi remarked, “As a team, we’re thrilled to embark on our first-ever massive consumer outreach under the leadership and vision of our MD & CEO, Mr. Shobhan Mittal. We’re excited to bring Greenpanel to the forefront of consumer consciousness with our first-ever above-the-line approach. The timing couldn’t be better, as we align ourselves with the excitement of the IPL tournament and our principal partnership with the Delhi Capitals team. We feel our TVC is truly remarkable – standing out amidst the clutter of advertising during this highly competitive season. We’re confident that this campaign will make a lasting impression on our customers and are excited to see the impact it will have. Our endeavour, at the end of the day, is to make Greenpanel synonymous with MDF.”
Sharing his views on the campaign, L&K Saatchi & Saatchi joint national creative director Rohit Malkani said, “While it’s always fun to do an IPL film for a brand, doing it on the heels of the pitch was even more exciting. Being the leader in the MDF category, the task set out for us was simple: make Greenpanel synonymous with MDF such that the two words are almost used interchangeably! With the Greenpanel film, we managed to do not just that, but also make people regret their choice of material/wood IF they haven’t used Greenpanel MDF!”
EVP & head of North and East Hindol Purkayastha added, “The campaign was created in record time as we just won the mandate recently. But the idea was to land a positioning for Greenpanel that we continue through the years. Thus with “MDF ka doosra naam”, we already have a positioning that resonates to the market leader positioning for us. The team is excited and we are already looking at newer ways to strengthen the positioning in the category.”
The campaign will be promoted prominently on essential platforms like television, print, outdoor, digital and social.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
