Greenply’s “Kashmir ka hal hoyenga!” brings cheer to people

By: Arshad Hussain
Srinagar, Jan 1: “Hoyenga, Hoyenga, Jee Hoyenga, Aaney Waley Saloon Mein Jee Hoyenga, Kashmir Ka Hal Nikelega!”
This is not a slogan emanating from the streets of Kashmir on New Year day but a chorus from a popular television commercial running all over India these days.
Greenply claims this campaign is aimed to take a humorous look at the future to show the long lasting nature of its plywood, but public at large in India have for the first time come across a campaign run on commercial lines that has taken note of Kashmir as an issue that needs resolution in future.
“Anyone viewing this advertisement for the first time gets surprised on hearing “Kashmir ka hal hoyenga”. I think there is change in mindset in public opinion as could be envisaged by the successful running of this advertisement,” says Dr Abdul Wajid, a medico.
The sponsors or producers of any advertisement campaign do run it on a scale that would rope in all towards the product and Greenply is reaping its success through this commercial.
Lowe Lintas, the advertisement agency, hired by Greenply for this campaign says the commercial brings out several improbable phenomena expected in the future through a song at a New Year party.
“The phenomena include the rupee being equivalent to 45 dollars, cars running on water, men getting pregnant, India topping the Olympics charts among others. The TVC ends with a voiceover saying, while all of us from this generation may not be able to see these changes, Greenply, will be present to see whether all these phenomena take place or not.”
Amer Jaleel, national creative director, Lowe Lintas said, “Greenply has a tradition of coming up with long lasting goods. This campaign had the same proposition of talking about the long lasting side for which we took on the look of future with some seemingly impossible situations being discussed. Since we’re getting towards the end of the year we thought of showing a New Year party as it was extremely topical.”
The airing of any campaign on television or other medium do impact or mould public opinion which Greenply desired for, and in Kashmir people have liked it since it mentions Kashmir as an issue.
“Yes, this is for the first time that we have seen such an advertisement which mentions Kashmir as an issue. No matter even this may have humorous impact but the question is that people in India have at the back of their mind that this is an issue which has to be resolved,” argues Hafizullah Mir, an advocate.

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