Greenply has rolled out a campaign, 'Kaam Sahi. Daam Sahi', for Greenply Ecotec.

For generations, Indian households have turned to age-old rituals to protect what matters, especially when it comes to new homes and interiors. Whether it’s lemons and chillies or evil-eye charms, these beliefs reflect a deeper emotional instinct, the need to guard our spaces from harm. The film follows a humourous exchange between Bhola Bhai, a superstitious homeowner, and Uttam Bhai, a practical contractor. While Bhola Bhai decorates his home with chillies and lemons to ward off the evil eye, Uttam Bhai highlights the real protection that matters — a 10-point quality check, moisture resistance, and termite-proofing — all assured by Ecotec from Greenply.

What we think about it: The campaign blends humour with insight to great effect. Cleverly contrasting superstition with science, the film leans into familiar imagery - lemons, chillies, evil-eye charms, thus evoking both nostalgia and relatability.

Sanidhya Mittal, joint managing director, Greenply Industries, said, "This campaign lets us connect with the value-conscious Indian buyer in a tone that's relatable and fun. They deserve dependable, high-quality products without overpaying. Through this campaign, we have woven together slice-of-life humour, and Ecotec's benefits to remind viewers that 'Kaam Sahi. Daam Sahi', isn't just a tagline - it's the value-for-money choice that make it right for their furniture."