Компания Greenply запустила рекламную кампанию о защите от термитов в формате вымышленного новостного репортажа

Greenply Industries Limited has taken a light-hearted approach to communicating its anti-termite plywood with a new film that imagines an unusual news event: an entire termite colony on the move. Presented through the format of a fictional television news report, the film uses the perspective of termites to showcase Greenply’s TermiVax Technology and its role in providing long-lasting protection against termites. The film opens with an insect reporter covering the sudden migration of a termite colony. As the reporter speaks to one of the termites about why the colony is leaving, the termite reveals that the homeowners have installed Greenply plywood featuring TermiVax Technology. The witty exchange turns a functional product benefit into an entertaining narrative, with the termites themselves becoming unlikely messengers for the technology designed to keep them away. The creative builds on the simple, playful premise that if termites could choose where to live, a home protected by TermiVax Technology would not be their preferred destination. By presenting the product story from the termite’s point of view, Greenply uses humour and an unconventional format to communicate a technical proposition without relying on a conventional product demonstration. TermiVax Technology is powered by an advanced nano-technology compound designed to prevent termites from developing immunity and provide long-lasting protection. The technology is integrated into the plywood during the manufacturing process, rather than being limited to surface-level treatment. Greenply has also stated that the technology has undergone a six-month Graveyard Test, designed to assess its performance under extreme termite infestation conditions. Commenting on the creative approach, Mr. Ashok Jaiswar, Chief Marketing Officer, Greenply Industries Limited, said, “We wanted to find a way to talk about termite protection without making the communication feel like a conventional product demonstration. The idea of looking at the story from the termites’ point of view gave us an opportunity to turn a technical product benefit into something people could watch and enjoy. The news-report format and AI-generated characters helped us build that world in a way that felt unexpected while keeping TermiVax at the centre of the story.” Speaking about the innovation behind the campaign, Mr. Sanidhya Mittal, Joint Managing Director, Greenply Industries Limited, said, “Termite protection is a very practical consumer need, and our focus with TermiVax has been to address it through technology that works within the plywood itself. The campaign takes that product truth and presents it in a way that is easy to understand. For us, the creative execution is an extension of the innovation behind the product, taking something technical and finding a simple, relatable way to communicate what it means for consumers.” The film is part of Greenply’s communication around TermiVax Technology, which is available across its Green Range, including Greenply Marine 710, Greenply Gold, Greenply Platinum, Greenply Club 500 and Greenply Club 700.