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Greenlam Laminates’ Quirky Campaign Offers Unique Antiviral Protection

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MullenLowe Lintas conceived the campaign to highlight Greenlam's unique antibacterial surfaces

Greenlam Laminates’ Quirky Campaign Offers Unique Antiviral Protection

Mullen Lintas Delhi brings back the quirk of Greenlam Laminates in a unique anti-virus campaign. In an age where health is of paramount concern, everything that may potentially be a fomite requires sanitation. Be it our hands, clothes, packages coming from the outside, or the surfaces such as tabletops, shelves on which these are placed, require cleaning with disinfectants from time to time.  

Greenlam is a pioneer and constant innovator in the Indian laminates market. While the company launched its Antibacterial, Anti-Fungal laminates earlier this year, it has added an innovative range of anti-virus laminates that retard and kill up to 99.99% viruses that come in contact with its surfaces, making it safe for anyone to touch. 

Speaking about the campaign, Saurabh Mittal – MD & CEO, Greenlam Industries said: “Since the pandemic has started, the entire world is talking about different ways of maintaining hygiene both indoors and outdoors. With a vision to help our customers build a safe environment, we developed technically superior product with antivirus attributes. Through this new TVC, we wanted to connect with our customers to make them aware about our product offering and the benefits they provide.”

The campaign highlights that Greenlam Laminates eliminates the risk of infection from touching a surface.

Commenting on the unique idea, Azazul Haque, CCO, Mullen Lintas said: "The brief was to highlight the unique advantage that Greenlam Laminates is 99.99 percent virus free. And we had to deliver it in a unique way. And we found the current behavioral insight of everyone being scared of touching anything quite relevant and powerful. And from there came the idea ‘Chhone se Darr lagta hai’. Most of the brands are doing extremely serious work around the subject. So we decided that we must keep it light hearted. Perhaps the world needs a comic relief from viruses along with Greenlam Laminates which is 99.99 percent virus free."

The brand will launch an integrated campaign across online and offline platforms soon.


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Agency: Mullen Lintas, Delhi 

Creative: Azazul Haque, Garima Khandelwal, Nisheeth Srivastava, Sarabjit Singh, Saurabh Sabikhi

Account Management: Hari Krishnan, Syed Amjad Ali, Disha Dhami, Sanya Malik

Planning: Saumya Baijal

Production: LinProductions (Director

Genres: Comedy, People, Storytelling, Dialogue

MullenLowe Lintas Group, Mon, 05 Oct 2020 11:51:54 GMT