Interior infrastructure company GreenPly is leveraging category experts/celebrities, who are first-hand users of the E-0 emission plywood, to educate the target audience about the experience and the benefits of the new product.
The brand recently roped in Bollywood actor Dia Mirza and a number of well-known interior designers, like Ashiesh Shah, to talk about the product.
To educate the TG, Greenply roped in those celebrities who have already used the product to talk about its benefits and how it stands apart from the other offerings in the market. The TG are those people who are in the process of renovating their homes or are looking to buy new furniture.
The ongoing campaign is an extension of their influencer marketing campaign carried out last year on similar lines. Last year, they got celebrated interior designers, like Gauri Khan, and others onboard.
Sanidhya Mittal, Joint Managing Director, Greenply Industries, said, “The purpose of the campaign is to facilitate our consumers. When consumers are going for larger investments like building a home or renovating their spaces, they are only paying attention to the look. However, a lot of other factors are important when it comes to home decor. We launched a product innovation last year called zero-emission ply. When you renovate walls and furniture you will experience some edgy smell from the wood which actually is chemicals and emissions that come out of plywood."
"Once the furniture is made you keep on inhaling these gases. We wanted to educate our consumers about it. This campaign used people who have already experienced this product, be it celebrities or category experts like interior designers or architects.”
According to Mittal, every consumer that has used the product is an influencer for them, hence they don't restrict themselves to collaborating only with experts, or the mainstream influencers, which other brands use today.
He further stated they are going to get more aggressive with their communication at a 360-degree level. They recently collaborated with the new IPL team Lucknow Giants and have also undertaken an activation- offering real time AQI triggered ads on Gaana, the music streaming app.
The company has also installed zero-emission bus stops in various cities which will protect the consumers from pollution and also educate them about the chemicals in plywood.
Mittal further stated that more such influencer marketing campaigns are in the pipeline.
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