The Architect community makes up for a large influencer group for a laminate manufacturer like Greenply Industries. In an effort to engage this community, Greeenply has signed on Evolve Brands to create a customer relationship management program. Evolve Brands won the mandate following a multi-agency pitch.

The program has been christened ‘The Architect Leadership Council’ and would focus on building communities and a customized relationship model for Greenply, with the top 1,000 architects in India, to start with. 

Subir Palit, Country Head, Decorative Division, Greenply, explained how Evolve was considered most suited for this mandate. He said, “Evolve brought lot of value in terms of their experience and intellect. They proposed a complete ideology and roadmap for managing this initiative for us. It was imperative for us to take an initiative in this direction and Evolve helped us weave a complete strategy to fast forward this approach with clear differentiators against other agencies which pitched for this program.”

Evolve Brands will chalk out a year long-plan through which the community will be engaged.  Sumit Chandna, VP, Evolve Brands, explained, “We’re starting with the program and targeting 1,000 architects across ten 10 cities in the country. We will be doing various activities under the program throughout the year. Depending on the response we get from this community, we may even extend this to include more architects. It could even go up to 5,000 architects.”

Harish Motwani, Co-Founder and Director, Evolve Brands, considers this project a significant step in the direction of innovating and managing a different league of ‘Captive Relationship Programs’. He underlined that the traditional partnership between manufacturers and influencing channels was marching steadily towards a ‘rebirth’.

“Evolve Brands’ maiden relationship with Greenply was based on the proposition of our experience and a right mix of various touch points we shall create to govern ‘Delight of Association’ amongst the Architect community,” said Motwani.
“The program will further help create a platform for determining and re-aligning a complete matrix of touch points Brand with the Architect community,” he added.

The different touch points are intended to be relevant to the community in both their personal as well as professional lives. Chandna elaborated, “We have begun by sending a welcome kit to each of the community members. We will be creating a website which will serve as a platform for this community to get information and stay in touch with one another. Further, we will have events, meetings and activities to engage this community. Greenply may even sponsor some architects to relevant international forums and events.”

The first of the events planned under the program is most likely to be an architects’ meet. Chanda added, “The meet will either be for architects to come together under a platform, or Greenply may arrange for a renowned speaker to address the community at an event.”