Greenply Industries has launched a quirky and culturally resonant campaign for its Ecotec plywood range, built around the tagline “Kaam Sahi. Daam Sahi.” The campaign humorously contrasts traditional superstitions with modern, certified protection for furniture, positioning Ecotec as the smarter, value-for-money choice for Indian homes.
Set in a relatable domestic scene, the TVC features Bhola Bhai, a homeowner relying on lemons, chilies, and charms to protect his interiors, and Uttam Bhai, a contractor who counters superstition with logic and product reliability. Uttam Bhai introduces Ecotec’s 10-point quality check, moisture resistance, and termite-proofing as the real safeguards for furniture—backed by certifications, not beliefs.
“This campaign lets us connect with the value-conscious Indian buyer in a tone that’s relatable and fun,” said Sanidhya Mittal, Joint Managing Director, Greenply Industries Ltd. The brand reinforces that dependable quality doesn’t have to come at a premium, and Ecotec delivers just that.
To amplify the message, Greenply has rolled out in-store activations featuring posters, danglers, and a playful dealer kit with a “Kajal Box” and “Nimbu-Mirchi” keychain—symbolic nods to the campaign’s theme of warding off the evil eye. The campaign’s “Nazar Na Lagey” message is designed to resonate across cultural touchpoints.
The 35-second TVC is part of a 360-degree media mix, spanning Television, Cinema, Print, Radio, Outdoor, and Digital platforms, ensuring widespread visibility and engagement. By blending humour with product assurance, Greenply’s Ecotec campaign strikes a chord with Indian consumers who seek both emotional connection and practical value in their purchases.
