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Greenply Turns TermiVax Into A Termite News Bulletin

Ad Tribe! Bureau2 min read
A CGI termite carrying a bundle being interviewed by another termite holding a fluffy microphone, from the Greenply film

Greenply has staged its TermiVax story as a television news report filed by termites, in a campaign called Migration about a colony forced to relocate after a household installs treated plywood.

  • Brand: Greenply Industries Limited
  • Campaign: Migration
  • Product: TermiVax anti-termite technology
  • Available across: Greenply Marine 710, Greenply Gold, Greenply Platinum, Greenply Club 500 and Greenply Club 700
  • Format: a fictional news bulletin, reported by termites, on why the colony is moving out

Why TermiVax Needed A Format Rather Than A Demonstration

Ashok Jaiswar, chief marketing officer at Greenply, said the intent was to talk about termite protection without making it feel like a conventional product demonstration. That is an honest description of the problem.

Plywood is bought once every several years, by someone who will never see the failure mode until it has already happened, and the standard treatment is a cutaway diagram nobody watches twice. Handing the story to the losing side solves it. Termites packing their belongings and filing a report about their own eviction is a demonstration, but it arrives as comedy rather than as a claim.

The Product Argument Underneath

Sanidhya Mittal, joint managing director, framed termite protection as a practical consumer need addressed through technology working within the plywood itself rather than on top of it.

That distinction is the substance of the campaign. TermiVax uses a nano-technology compound intended to stop termites developing immunity, and it is integrated during manufacturing rather than applied as a surface treatment, which is what separates it from a coating that wears off. Greenply says it went through a six month Graveyard Test under conditions of extreme infestation, which is the kind of proof point that reassures a dealer and means nothing to a homeowner. None of that is dramatisable, which is precisely why the film does not try. More campaign coverage.

#Campaigns#Greenply#TermiVax#Plywood#Advertising
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