s it for a bank? An insurance company? Or an investment institution? No, it's actually a corporate campaign for a plywood brand. Why does a plywood brand need to launch a corporate campaign? Greenply, as Alex Joseph, general manager, communications, insists, is much more than plywood. He calls it "India's largest interior infrastructure company", which incidentally is the commercial's tagline and positioning statement.

The ad opens with the shot of a schoolboy scribbling on a blackboard. There is no one else in the classroom crammed with desks. The VO states, "Jab school mein table badhte hain, college mein seetein badhti hain" even as the focus shifts to a college campus to a student with his graduation degree. The VO continues, "Office ke departments badhte hain," showing two happy colleagues on the screen. The action shifts to a couple sitting in their new home and the VO resumes, "Wedding, shaadi, marriages, gharon mein furniture badhte hain." ... more