Greenlam takes Saundarya to OOH

The decorative laminates manufacturer has launched an out of home campaign in 28 cities to increase brand visibility.

Greenlam, the decorative laminate brand from the stable of Greenply, has launched an out of home campaign that is spread across 28 cities of the country to increase brand visibility. The out of home (OOH) communication is an extension of its Saundarya Premi campaign, launched with a television commercial in December, 2012 with Rs 10 crore earmarked for it. The campaign targets people from SEC A and A+.

The OOH campaign uses large format billboards, hoardings, gantries, pole kiosks and cinema branding, along with digital and radio to increase brand visibility.

Manish Kakkar, senior brand manager, Greenply, says, "In our previous campaign, we targeted only five-six cities and were restricted to the metro areas. But this time, we have increased our scale to 28 cities and aim to create brand presence in the Tier I and Tier II cities."

The OOH creatives are designed by McCann Erickson and showcase the message of Greenply's campaign character, Saundarya Premi, whose motto is to spread beauty. They also bring out the brand's catch line, 'Zamane ko Sajana Hai'.

The brand has also opted for off screen and on screen cinema advertising. It has partnered with multiplex chain PVR in eight cities, covering nearly 50 screens that will showcase the television commercial of the brand during each show. It has also hijacked the billboards outside these theatres to spread the message of the brand.

The OOH campaign is spread across Lucknow, Panchkula, Kochi, Ahmedabad, Surat, Pune, Nagpur, Bhopal, Raipur, Patna, Ranchi and other cities and towns.

Greenlam is actively engaging with its consumers through radio promotions, where the radio jockeys present jingles and create awareness about the brand.

On television, about 200 spots on channels in genres such as GECs, infotainment, news and movies (both English and Hindi) spread the message on a daily basis.

There is a particular focus on the digital platform, with the campaign being extended on Facebook, Twitter and YouTube. On Facebook, the brand has begun a campaign called 'Create n Deliver', under which people can customise their own greeting cards and send it to their kin. The printing and delivery of the card will be free and done by Greenlam.

According to Kakkar, Greenlam is receiving 200-300 requests for customised cards on a daily basis. Further, Twitter is being used to create buzz through conversations and contests. The brand claims that it has increased its fan base to more than two lakh people since the start of this campaign.

Greenlam is present in over 60 countries and claims a 36 per cent of the organised plywood market and a 26 per cent share in organised laminates in India.