MUMBAI: This T20 season, Greenply Industries has padded up with Lucknow Super Giants to showcase what true resilience looks like-on the pitch and inside your home. The plywood major launched a tongue-in-cheek campaign that ties the unpredictable drama of cricket to the everyday strength needed from quality plywood.

Conceived by Tonic Worldwide, the campaign unfolds through three witty films featuring LSG players, each highlighting Greenply’s key product strengths: high durability, water resistance, and fire safety. From spilled drinks to mini fires during match-time celebrations, Greenply promises to stay as unfazed as a cool-headed batsman under pressure.

"With cricket being such an integral part of Indian homes, we wanted to tap into that shared excitement and show how Greenply products consistently deliver on performance. Built on a legacy of quality, our products stand true to the trust they’ve earned. 'Har Zarurat ka Reply' is more than a tagline — it’s our promise of reliability where it counts the most, whether it’s on the field or in your home," said Greenply Industries Ltd VP marketing Yatnesh Pandey.

Tonic Worldwide senior creative director Josna Joseph added, "The Indian cricket fans are an important customer base for almost every brand. To break the clutter, it is important to connect with them emotionally. Players or plywood, it’s talent and performance that ultimately creates a loyal fanbase and customer."

The films will be heavily promoted during the ongoing T20 season across CTV and social media. Fans can also interact via a Whatsapp chatbot to seek expert advice or win T20 match tickets.

Catch the campaign films here: