Afaqs: McCann Delhi was successful in wining the Greenply Industries limited (GIL) account from Grey. McCann will pour in their creativity for the flagship brands, Green Decowood (decorative veneers) and Greenlam (decorative laminates).
In conversation with Afaqs, Debashis Paul general manager and vice president, McCann Delhi said, “”There was no formal pitch involved. The appointment has been made based on our credentials and experience of bringing out successful campaigns in the past. As we work on the account, our aim would be to create a strong brand connect among end consumers, as well as certain influencers and professionals, like architects and engineers.”
On talking to Alex Joseph vice president, marketing and communication international business, Greenply regarding the decision to swap the agency he says, “We wanted to have some fresh thinking going into the brand. Furthermore, we have major expansion and growth targets for the coming years. We wanted an agency that is strong on the planning as well as the execution front. We feel McCann could meet our requirements and help us sail through the rough tide.”
Although Greenply is yet to finalize the advertising budget for 2010, the estimated amount can go up to Rs 8- 10 crore as per Joseph.
GIL has three verticals comprising plywood, ply division and block board, EPD division or engineered panel division (MDF); and decorative division (laminate and veneer products), which handles surfacing décor products. The first two divisions are handled by Lowe and McCann Delhi will now handle the third division. Alliance handles the media duties for GIL.
As per the records, GIL has always been a profit making and dividend paying company for over a decade now. Over the last five years, there has been 61 percent growth in bottom line up till 2007-08. GIL holds 18 percent market share currently in the organized segment. However with the company looking for expansion, expect growth by 100 percent in International market and 25 -30 percent in domestic market.
With GIL’s presence in 65 countries, they plan to expand by making their mark in over 100 countries in the years to come.