“Kaam Sahi. Daam Sahi.”: Greenply Launches Humorous New Campaign on Smarter Furniture Protection

Bengaluru, 28th July 2025 :  For generations, Indian households have turned to age-old rituals to protect what matters, especially when it comes to new homes and interiors. Whether it’s lemons and chilies or evil-eye charms, these beliefs reflect a deeper emotional instinct, the need to guard our spaces from harm.

Greenply’s latest campaign for Ecotec taps into this very reflex and flips it with a punchline: superstition may not save your furniture, but Ecotec will. Centered on the budget-friendly yet value-for-money plywood range, the TVC stays true to the range’s core promise, “Kaam Sahi. Daam Sahi”

Built on the slice-of-life insight that Indian consumers are both emotionally rooted and value-conscious, the film delivers its message through a light-hearted, humorous exchange between Bhola Bhai, a superstitious homeowner, and Uttam Bhai, a practical contractor. While Bhola Bhai decorates his home with chillies and lemons to ward off the evil eye, Uttam Bhai highlights the real protection that matters — a 10-point quality check, moisture resistance, and termite-proofing — all assured by Ecotec from Greenply. Through this humorous narrative drawn from everyday life, the film reinforces the brand’s promise of dependable quality, backed by certifications, not superstitions.

“This campaign lets us connect with the value-conscious Indian buyer in a tone that’s relatable and fun,” said Mr. Sanidhya Mittal, Joint Managing Director, Greenply Industries Ltd. “They deserve dependable, high-quality products without overpaying. Through this campaign, we’ve woven together slice-of-life humour, and Ecotec’s benefits to remind viewers that ‘Kaam Sahi. Daam Sahi’ isn’t just a tagline — it’s the value-for-money choice that makes it right for their furniture.”

On-ground, the campaign is being activated through strong in-store visibility at dealer outlets, with Ecotec posters and danglers designed to engage walk-in customers and drive recall at the point of sale. Adding a cultural and quirky twist, a specially curated dealer announcement kit got distributed featuring a symbolic “Kajal Box” and a “Nimbu-Mirchi” keychain, a playful nod to the Indian tradition of warding off the evil eye, reinforcing the “Nazar Na Lagey” message at the heart of the campaign.

From mass media to hyperlocal engagement, the campaign is crafted to leave a strong impression and spark relevant conversations across diverse audiences. The campaign is spearheaded by a 35-second TVC that is being run across a 360-degree media mix, including Television, Cinema, Print, Radio, Outdoor, and Digital platforms, ensuring high-impact visibility across leading news channels, transit media, and social platforms.