Alliance Advertising has won the media planning and buying duties of Greenply Industries. The incumbent agency on the media business was Lintas Media Group’s Initiative Media. The Greenply account, including both creative and media duties, has been with the Lintas Group for around five years.
Arshad Nizam, director, Alliance Advertising, said, “It is a privilege for us to work with Greenply Industries. We are sure we would be able to provide value in terms of fresh thinking and new ideas in a category that has some strong contenders. We are currently running the campaign for Greenlam, the premium laminate brand from Greenply.”
Manish Kakkar, brand manager, Greenlam, said, “Alliance Advertising was our choice as we found that in terms of functioning synergies, we had a lot in common. The agency was extremely meticulous in terms of resource allocation as well as in offering innovative media solutions for the brand.”
Greenply has allotted Rs 15 crore for the marketing and advertising of the brand. Television will comprise almost 80 per cent of the entire media pie and 20 per cent will be devoted to print, primarily trade magazines and household and interior design magazines.