Greenlam Laminates: Make your home and the world a beautiful place

This case study explains how Greenlam, a wooden laminates company, raised involvement in this category in India with a campaign focussed on beautiful homes.

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,...

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