Debrief: Greenply: The magic is back!

26 Feb,2013

By Anil Thakraney

 

Another good ad from the makers of Greenply, those folks who usually back solid creative work. Yup, they did put out a really horrendous TVC in 2011, which featured a really crappy New Year party, but things are back on track. And the promise is still the same: Durability.

 

The new ad features actor Arjun Rampal playing a magician. The trick is simple: He inserts old objects into a wooden box, and they come out looking brand new. The commercial traverses his journey from a village jaadugar to an internationally acclaimed magician. And covers his entire lifespan. As Rampal becomes old, there are aspersions cast on his credibility. So in his last show, he puts himself inside the box, and emerges as a young Rampal. Timeless, always new, just like Greenply.

 

Nice. This ad will appeal to a wide spectrum of audiences, from a memsaab looking to renovate her fancy house to a village carpenter. Indeed, that seems to be objective… they want to make Greenply a mass brand. Also, signing up a Bollywood actor seems to be an effort in that direction, though I didn’t see the need for a celeb. It’s a strong idea, and would have worked regardless. Anyway, at least they roped in an unusual actor, Bachchan or SRK would have totally killed this ad.

 

All said, good to see Greenply back in form. Hope to see even more sizzling work in the future, but minus a celeb.

 

[youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=4qhyysDxzko[/youtube]

Rating: (On a scale of 1-5): 3.5 Entertaining and single-minded

 

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