Greendust, who first introduced the concept of refurbished factory second electronics in India, is encouraging users to keep a more open mind towards refurbished products for their own benefit with the help of various commercials.
“With the help of a multi-pronged communication strategy that not only creates brand awareness but also educates and intrigues customers, GreenDust’s integrated advertising campaign is demystifying the term ‘refurbished’. We plan to banish misconceptions from people’s minds once and for all” says Kiran Dhameja, Founder & CEO, Lauburu Marketing and Advertising Consultants. “To begin with, it tells users exactly refurbished factory seconds products are all about. Why they shouldn’t confuse them with ‘used’ goods. And, why GreenDust Value Added Centers (VAC) and stringent 50-point quality check makes its offering so trustworthy,” she added.
“GreenDust’s unique business model results in hybrid retail presence which is the combination of modern retail store and warehouse along with e-commerce store. GreenDust has established itself as a brand which sells genuine and branded factory second products at a discount of up to 50%. It is the time when we are investing in marketing and reaching out to the masses and informing them about refurbished products. Our ad film will encourage users to buy refurbished products from GreenDust stores and tells them that factory seconds and refurbished products are original branded products only,” said Hitendra Chaturvedi, Founder & CEO, GreenDust.
GreenDust sells certified, quality branded refurbished products with a 1 year warranty. And whose life can be extended further by buying an additional extended warranty plan. To back it up, GreenDust even offers a pan-India after-sales service network through its skilled technicians, authorized service centres, mobile van services and a dedicated customer call centre.
GreenDust is not just a great bargain but is also an environment-friendly brand. To keep up with the evolving consumers in India, a considerable portion of which can be found in tier 2 and tier 3 markets, GreenDust also provides an online store.
The multi-media advertising campaign created by Lauburu goes pan India using television, cinema and online media to create awareness and brand surround. The well-known Bollywood actor Vinay Pathak endorses GreenDust in the television commercial. Using him for his down-to-earth, no-nonsense and street-smart image, it casts him in a double role. One as a doubting, skeptical goofball who views big discounts on electronic products as questionable. Probably modeled after a lot of us, he tries his very best to create mistrust in the mind of his brother (Vinay, again). Only to be eventually rapped on his knuckles for his ignorance.