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Camlin’s TVC for Tora Pens captures their vibrant spirit

Conceptualised by RK Swamy BBDO, the campaign lures young students away from the boredom of blue and black pens to adopt something colourful and fun

BestMediaInfo Bureau | Delhi | November 18, 2015

Tora-Pens Click on the image to watch the TVC.

Camlin, the well-known stationery and colour product brand has introduced Tora pens in a variety of colours to allow fun-seeking youngsters to express their creativity. The objective of the commercial is to showcase these benefits.

The TVC is a high- energy rendering of crazy, fun things one can do using the new Tora Pens from Camlin. The film shows the pen being used in different  situations and on different surfaces where we see fun-loving youth expressing  themselves while capturing their emotions through its lyrics and imagery.

Gautam Pandit, Sr. Partner and Executive Creative Director, R K Swamy BBDO, said, “Youngsters have believed in seeking fun and defying norms. As far as writing and drawing goes, Tora pens with their vibrant range of colours resonate with their personality and identify with their affinity for colour – be it in their choice of clothes, hair colour, accessories, shoes and so on. ‘Torapanti’ personifies this spirit as a coinage that brings together the brand name ‘Tora’ and ‘Panti’, which is the urge to do crazy fun things. The baseline ‘What’s your Torapanti’ further appeals to the youth, urging them to come forward and show their true, fun colours.

Saumitra Prasad , CMO, Kokuyo Camlin, said, “With the launch of Camlin Tora, we are looking at revolutionizing the pen market. This product is a result of extensive market research and Japanese engineering, and it enables the consumer to express with creativity. Our new TV campaign on Tora takes the consumer into the colourful and expressive world of Camlin Tora. I am sure that once our consumers use Camlin Tora pen, they would not like to use any other pen.”

The TVC:



Client / Brand Name: Kokuyo Camlin / Tora Pens

Creative Agency: RK Swamy BBDO

Agency Head: Sangeetha N. (President-West & ECD)

Shailen Sohoni (COO-Mumbai)

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

Client Servicing Team: Sujit Inamdar, Hemen Patel

Client Team: Saumitra Prasad (CMO) and Kiran Giradkar

Director: Kunal Shivdasani

Production House: Virtual Reality Films

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