Greenlam Laminates: Make your home and the world a beautiful place
Tathagata Chatterjee
Campaign details
Brand owner: Greenlam IndustriesLead agency: McCann WorldgroupBrand: Greenlam LaminatesCountry: IndiaIndustry Furnishings and fittingsChannels used: Cinema, Events and experiential, Internet - general, Internet - microsites, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store, Radio, TelevisionMedia budget: 1 - 3 million
Executive summary
This case study describes how Greenlam raised involvement with laminates in India by emphasizing their beauty rather than functionality.
Decorative laminates were a low-involvement category riddled with challenges like lack of education amongst consumers,...