The commercial revolves around a theme where an old man waiting for his death converts to Christianity so that he can be buried in a coffin with a Greenlam laminate. Not only does it vastly miss the point but also fails to showcase the eye-catching range of laminates the company offers. In all earlier campaigns they managed to successfully showcase their latest offering in laminates successfully putting them on top in brand recall. This campaign could have been crafted more creatively leveraging their brand even further. The website could have taken the brand ‘the extra mile’ by delivering value by becoming an interactive platform showcasing concept spaces and imbued the visitor to play around with their myriad range of products through an interactive UI. For a company that has tall business goals, an effective marketing campaign by inducing a ‘pull strategy’ can drive success a long way. Greenlam has the potential to become a ‘tag along’ name whenever ‘laminates’ is mentioned. This campaign does not take the brand anywhere close to that goal.
Check out earlier versions of the commercial on the Brands India YouTube page