Itâ€™s a challenge to create recall and loyalty in a low involvement category like plywood. Greenply, one of the leading companies manufacturing plywood in India is trying to engage the consumer with an attempt to create the largest graffiti wall in the country.
An extension of the brandâ€™s on-going â€˜Always Hoyengaâ€™ campaign, the brand is inviting consumers across four cities â€“ Delhi, Mumbai, Hyderabad and Bengaluru â€“ to create a graffiti by expressing their wishes for the future by either painting or on a 10X10 feet wall, in each of the cities.
The printed flex walls from each of the cities, will finally add on to the mega 27,000 sq-ft graffiti wall to be installed in Kolkata on January 29. Given the scale and size of the activity, the company found it â€œimpossibleâ€ to conduct this activity with plywood.
â€œThe graffiti wall is a platform for people to pen down their wishes, thoughts and â€˜Always Hoyengaâ€™ moments of the respective cities,â€ Alex Joseph, Vice President , Marketing & Communication, Greenply Industries told Pitch.
â€œIt is a mass brand engagement programme targeted at the key decision makers of the family with the final objective of engaging them with the brand and establishing the brand proposition â€˜Always Hoyengaâ€™,â€ he added.
While consumers in Delhi (Ambience Mall, Vasant Kunj) and Mumbai (Phoenix Mills, Lower Parel), can be part of the graffiti creation initiative on Saturday, January 21; consumers in Bengaluru (Garuda Mall, Ashok Nagar) and Hyderabad (City Centre, Banjara Hills) will have to wait till Sunday, January 22.
The brand aims to etch its name in Limca Book of Records through this initiative.
According to Joseph, the graffiti wall as a concept has been made to align with the brand message â€“ â€˜Always Hoyengaâ€™, talking about the longevity and reliability of the brand.
Meanwhile, residents of Kolkata can be part of the initiative on Sunday January 29, at Market City Centre 1 Mall. The brand chose Kolkata as the destination for its mega wall as the city, according to Joseph is â€œthe hub of the plywood trade and Greenply Industries too was founded there.â€
The company has earmarked a budget of Rs 50 lakh for the initiative, and has tied up with Radio Mirchi to promote it. Pre event promotions are being done through Fixed Commercial Time (FCT) on Radio Mirchi in respective markets. RJ mentions and outdoor broadcast on the event day too are part of the entire exercise. Post event coverage after the final event will be taken up in Kolkata in Times of India.
Radio Mirchi RJs in Delhi, Mumbai, Hyderabad and Bengaluru would be broadcasting live comments of participants from the venues. Apart from this, the company has also planned a line-up of games to engage the consumers at the venues.