Camlin: Colouring for fun

The new campaign by RK Swamy BBDO turns its focus on the crayons range from Camlin brings back the joy of colouring

Sohini Sen | Mumbai | Aug 8, 2014

Click on the image to watch the TVC.

Camlin's latest campaign moves away from their earlier brand films, as the TVC designed by RK Swamy BBDO turns its focus on the crayons range.

"Camlin has always created campaigns for the whole range, not for any particular product. But this time the brief was topush the crayons category upfront. The plan for the brand is also to make the product available in smaller packets in tier two towns and cities," explained Gautam Pandit, Senior Partner, RK Swamy BBDO.

The brand wanted to showcase and highlight the fun of colouring with crayons. However, while focusing on the crayons, the overall tonality of the film was to be kept in line with the brand essence of fun and enjoyment.

“Being the pioneer and market leaders of crayons we are aiming at increasing the consumption of crayons amongst children. With the help of this TVC, Kokuyo Camlin maintains it core promise of bringing fun and enjoyment in the growing years of children. Kokuyo Camlin offers the widest range of crayons which has become a part of everyday life of children at school, home and everywhere and this is what the TVC seeks to communicate. It has complimented the brand philosophy of 'Fun and Enjoyment' as vividly as possible, as being portrayed in the advertisement,” explained Saumitra Prasad, Chief Marketing Officer – Kokuyo Camlin.

The TVC opens with a sibling duo. The elder brother notices that his young sister is upset, and he starts to paint for her till she laughs. Then the next scene shows a group of children painting butterflies and having fun. A third scenario shows a school boy painting a strip of paper and sticking it on his classmate's pants as a prank. The scene changes again and shows a mother discovering her kids painting a mother's day card for her. Another scene shows two kids painting something fervently, only to later discover that it is rangoli they are making for their mother. The ad concludes wherein the girls are very happy and share a warm moment with the mother and the crayons are colourfully arranged in a 'smiley' shape. The TVC has been dubbed into Marathi, Bengali, Telegu, Malayalam and Kannada.

According to Pandit, "In this age, most kids are so used to the digital world that they have forgotten how it feels to paint with something simple like crayons. We had this key insight that crayons are often the first means of expression for children, sometimes even before they learn to speak. When they use colours, children express better and imagine much more which is what we are trying to show with this campaign with the promise of 'Camel crayons se hoga fun'."

The TVC:

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

Credits:

Client: Kokuyo Camlin

Client Team: Saumitra Prasad (CMO), Rashi Anhal Roy (Group Product Manager) and Anamika Lad (Product Manager)

Creative Agency: RK Swamy BBDO

Agency Head: Sangeetha N, President (West) & ECD

Creative Team: Shailen Sohoni, Gautam Pandit, Chack Verghese,

Director: Raj Tambaku

Production House: TobaccFilms

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