Greenply Industries has launched a new campaign to promote its anti-termite plywood, using an AI-generated film that tells the story from the perspective of termites rather than homeowners.
Titled 'Aakhri Waaris', the film follows an ageing termite delivering a final warning to his heir to stay away from Greenply plywood featuring TermiVax Technology, using humour to communicate the product's anti-termite properties. According to the company, the campaign moves away from conventional product demonstrations by combining AI-led storytelling with a functional product message.
Greenply said its plywood featuring TermiVax Technology is designed to provide long-lasting protection against termite attacks and incorporates Nano Technology during the manufacturing process to enhance durability and performance. The technology will be available across the company's Greenply Marine 710, Greenply Gold, Greenply Platinum, Greenply Club 500 and Greenply Club 700 ranges.
Speaking about Greenply's continued focus on innovation, Sanidhya Mittal, Joint Managing Director, Greenply Industries Limited, said: "At Greenply, innovation has always been guided by one simple objective to solve real consumer challenges through meaningful technology. Termite damage continues to be one of the biggest concerns for homeowners, particularly in a country like India where climatic conditions often accelerate infestations. This innovation reflects our commitment to continuously raising industry benchmarks by delivering advanced, more dependable and future-ready solutions for consumers which make your interior & home interior long last."
Commenting on the campaign, Ashok Jaiswar, Chief Marketing Officer, Greenply Industries Limited, said: "The plywood category has traditionally relied on functional communication, but we wanted to present our product innovation in a way that would naturally capture consumers' attention. The campaign uses a fresh perspective to tell a familiar story, making a technical product benefit more engaging and memorable. AI enabled us to bring this creative vision to life while staying true to the product's core proposition."
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