Delhi Capitals test Greenpanel's water resistance with star players
L&K Saatchi & Saatchi's commercial showcases Delhi Capitals' stars Rishabh Pant, David Warner, and Anrich Nortje testing Greenpanel's water resistance.
Sumit Rawat
Green panel, an MDF company, launches a new TVC featuring Delhi Capitals' notable players - Rishabh Pant, David Warner, and Anrich Nortje. The commercial marks its association with the IPL franchise as its Principal Sponsor, aiming to enhance brand visibility and amplify marketing efforts.
Crafted by L&K Saatchi & Saatchi, the television commercial adopts a whimsical tone, offering viewers a glimpse behind the scenes of an ad shoot. It humorously portrays the crew's efforts in guiding the players out of their comfort zones to deliver authentic performances.
The TVC concludes with the players cleverly likening their newfound acting prowess to the water-resistant qualities of Greenpanel’s HDWR MDF boards, seamlessly integrating the brand's message.
The integrated marketing plan includes a combination of ATL, BTL, and digital initiatives. A high-frequency campaign promotes the commercial on television channels and OTT platforms throughout the IPL season. Additionally, prime advertising spots have been secured on renowned TV channels during polling and election days.
In the digital space, paid campaigns on social media and digital films featuring the players have been launched. The partnership and TVC launch are also being promoted through social media marketing. Furthermore, the brand maintains a strong on-ground presence with POSM and stadium and merchandise branding during Delhi Capitals’ home matches.
Arvind Joshi, VP of Marketing at Greenpanel, expressed, “We've opted for a fresh and innovative approach by conceptualizing the commercial in a behind-the-scenes (BTS) format. We hope this provides a unique viewing experience and distinguishes us from the competition."
Shayak Roy, Director, commented, “Kudos to the team at Greenpanel for embracing such a fun idea. When all parties are aligned, it’s always a win."
Rohit Malkani, Chief Creative Officer, said, "We honed in on a film-in-film technique that uses Delhi Capital players to do what they’re best at, having fun.
