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Camlin gives budding Picasso's their 'Mixing Ka Magic'

Created by RK Swamy BBDO, the new campaign for Camel Oil Pastels highlights the benefit of ability to mix two colours to get a new colour to enable more lifelike drawing

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Camlin gives budding Picasso's their 'Mixing Ka Magic'

Camlin gives budding Picasso's their 'Mixing Ka Magic'

Created by RK Swamy BBDO, the new campaign for Camel Oil Pastels highlights the benefit of ability to mix two colours to get a new colour to enable more lifelike drawing

BestMediaInfo Bureau | Mumbai | July 8, 2015

Mixing-Ka-Magic Click on the image to watch the TVC.

Camlin has for long been known for its writing and colouring products. In a bid to create differentiation for its Camel Oil Pastels, the brand has rolled out a campaign that highlights a unique product benefit not available with crayons –the ability to mix two colours to get a completely new colour and shades that enable more lifelike drawing.

Created by RK Swamy BBDO, the film opens with a group of students in an art class who are amazed to discover that the painting made by one of their classmates is rich and very lifelike. On enquiring how this was done, their classmate makes use of this opportunity to get them do his project as the price for the answer. Once the deal is struck, he reveals that he has the 'Mixing ka Magic' using Camel Oil Pastels that offer the advantage of mixing two colours and creating a third one to make life-like paintings. In the end we see that the kids have used the oil pastels to create a drawing, which looks so real that it almost jumps off the page, startling the teacher who had come down to check on the commotion.

The campaign that went live on June 23 focuses on television and will be seen for two months in languages like Hinglish, Marathi, Bengali, Gujarati and Kannada.

Gautam Pandit, Senior Partner & Executive Creative Director, RK Swamy BBDO, elaborated, “With Camel Oil Pastels, the challenge was to create a compelling film based on very strong differentiator – that of the ability to a create a new colour with two or more different coloured oil pastels, thereby making drawings more  lifelike. To communicate this effectively to kids, we coined the phrase 'mixing ka magic' and wove it into an engaging storyline which stayed true to the insight that children are overjoyed with the ability to create new things.”

Saumitra Prasad, CMO, Kokuyo Camlin, added here, “The new TVC  has been developed to communicate the product concept of Camel Oil Pastels that this is a superior crayon which gives children the power to create new colours by intermixing colours, and hence create rich and true to life painting. This communication is in synergy with the brand positioning of making learning fun for children.”

The TVC:

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

Credits:

Client: Kokuyo Camlin

Brand: Camel Oil Pastels

Creative agency: RK Swamy BBDO

Agency Head: Sangeetha N (President - West & ECD), Shailen Sohoni (COO - Mumbai)

Creative Team: Gautam Pandit (Senior Partner, Executive Creative Director), Chacko Varghese (Partner, Senior Creative Director)

Client Servicing Team: Sujit Inamdar (Principal Consultant), Hemen Patel (Brand Strategy Director)

Client Team: Saumitra Prasad (CMO), Rashi Roy, Anamika Lad

Director: Vishal Gehani

Production House: Picture Perfect Films

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