It's a breeze with Camlin's Pen-Pencil

Conceptualised by RK Swamy BBDO, the campaign pegs the Camlin pen pencil as the ultimate students' choice for speed

BestMediaInfo Bureau | Mumbai | March 25, 2014

Click on the image to watch the TVC.

Kokuyo Camlin has launched a campaign for its 2 mm pen-pencils. The TVC, created by RK Swamy BBDO, compares the speed and smoothness of the Camlin 2 mm Pen-Pencil to that of a racing car. It pits the pen-pencil against a regular wooden pencil and shows the advantages of using the former.

Gautam Pandit, Sr. Partner & Sr. Creative Director, RK Swamy BBDO, said, “We wanted to communicate the product benefits in a manner that mimics the interaction between eight- and nine-year-old kids – their language and a bit of one upmanship – in a manner that is fun and relatable to this target group.”

The ad film opens in an exam hall of a school where a student asks for some extra time from his teacher. However, his pencil's nib breaks at that moment and eats away on his precious time. His benchmate, who is using the Camlin Pen-Pencil, is seen writing furiously while the former struggles. The boy using the pen-pencil makes fun of the old “jalopy” like pencil and asks his friend to switch to the race car-like Camlin Pen-Pencil. The race car graphics and sound effects are used effectively to underscore the benefits of the Camlin Pen-Pencil.

Saumitra Prasad, Chief Marketing Officer, Kokuyo Camlin, “We want to make schoolchildren switch from regular wooden pencils to new age pen-pencils for a smooth, non-stop and fun writing experience.”

The 30-second TVC was released earlier this month.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Kokuyo Camlin

Creative Agency: RK Swamy BBDO, Mumbai

President (West) & ECD: Sangeetha N

Coo, Mumbai: Shailen Sohoni

Creative Team: Gautam Pandit, Varghese Chacko

Art Directors: Sanjay Mirashi, Subhash Rao

Client Servicing: Sujit Inamdar, Hemen Patel

Production House: QED Films

Director: Chingum Chicklet (Ruchi & Mayur)

Sohini.Sen@BestMediaInfo.com

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