Conceptualized by Triton Communications, the campaign consists a TVC; watch the TVC here.
Neha S | Delhi | April 25, 2011
Rotomac Global has launched a new brand campaign for its Rotomac Pens to increase market share of Rotomac dramatically by creating a leadership perception for the brand. Conceptualized by Triton Communications, the campaign titled Haath UthaoâŚ Magar likhne ke liye consists a TVC featuring Salman Khan.
Rotomac Pens, part of the multi million Vikram Kothari Enterprise, manufactures over 1 million writing instruments a day, has pens ranging from Rs 5 â Rs 1 lac catering to every strata of the pen usage pyramid. Rotomac has always been associated with a celebrity since the very beginning. When the company was incorporated in the year 1992, they signed on Raveen Tandon for the campaign âLikhte likhte love ho jayeâ followed by one of the first to take the clear pen concept to the next level with âGlassee- Sab kuch dikhta hai and then with Javed Akhtar- Fighter Hamesha Jeettha hai.â
Rotomac has signed on Salman Khan for their latest campaign targeting youth of India aged between 16 to 35 years.
Pen & writing instrument communication is cluttered with feature driven advertising using celebrities. In order to create leadership imagery, Rotomac had to break away from the convention of the category and own a higher ground and powerful platform.
Renton DâSousa, National Strategy & Creative Director, Triton Communications says, âThere is a new waveâŚ and it is here to stay. It is also bound to change the future of this country. Todayâs youth are not ready to accept the system as it isâŚthey are not ready to compromise. They demand an explanation. They believe that as responsible, concerned citizens they have a right to know whatâs going on in the society that they live in. They are determined to write a new future of India.â
The new concept needed to bring this consumer dimension to the Rotomac TaglineÂ âLikho India ki Nayi Pehchaanâ,â adds Renton.
Right to Information Act 2005 mandates timely response to citizen requests for government information. It is a new weapon for the youth and people of the country to stop the wrong happening in society and bring the guilty to task by writing for a change.
Renton DâSousa elaborates, âThe idea stemmed from here. This act has been a path breaking one in bringing some transparency to the system and changing lives. The whole concept of âWRITING for changeâ (Right to Information) vis-a vis âfighting for changeâ is about empowering people. This portrays a âpenâ as an important instrument of change and Rotomac as a harbinger of that social change.â
With this idea Rotomac stands for people power, empowerment and social change, besidesâŚ owning a much higher ground as compared to other players in the category. It also becomes much more relevant with the youth of the country. Hence the campaign thought âHAATH UTHAOâŚ MAGAR LIKHNE KE LIYEâŚWRITE TO INFORMATION.â
âSalman Khan was the most obvious choice to personify this thought. He is a role model for todayâs youth- a man who doesnât hesitate to speak his mind, who believes in himself, who writes his own rules,â concludes Renton.
Speaking of the campaign, Rahul Kothari, President, Rotomac Global said, âI am very happy with how the campaign has unfolded. It pegs us at a different level. Rotomac shows that a pen is just not an instrument for writing, itâs an instrument for standing up for your rights which is captured in the new campaign very well.
He added, âSalman Khan appeals to every single pen user, from a college boy to a senior executive who use our pens and his presence take this campaign to another level.
Done through a series of 1 launch film and 4 short follow up films. The main plot shows the reality of how people resort to violence when demanding rights and how Salman Khanâs on screen image of a violent macho man has been cleverly used to encourage people to not âfightâÂ but âwriteâ and use the might of the ROTOMAC to bring about the change and reWRITE Indiaâs identity.
The short films have Salman Khan urging the viewer to use the pen to stand up for the rights of the underprivileged and bring about a change in their lives and therefore, the country.
i want full tv add schudle of rotomac -salman khan for mnoth or wtever