The two-film campaign, conceptualised by Scarecrow Communications, uses humour to put its point across
BestMediaInfo Bureau | Mumbai | December 21, 2016
The stationary brand Bic has launched a digital campaign for one of its flagship brands in India, Cello Geltech. The humorous two-film campaign has been conceptualised by Scarecrow Communications.
The first film features a karate champion who is going through the motions before he is about to kick a brick. Then, surprisingly, he comes ahead and starts licking the brick. The film cuts to a surprised expression of a teacher who is reading from an answer sheet. The camera turns to the exam paper where due to a faulty pen, a child has written âlickedâ instead of âkickedâ. The second film features a camper making his way across a jungle. Suddenly he comes across a path full of wigs. The film then cuts to another teacher who is also reading from an answer sheet where the student has supposedly written âThe forest path was full of wigs.â The camera turns to another student who has had the same stroke of bad luck as the student in the previous video and who due to a faulty pen, has written âwigsâ instead of âtwigsâ. Both the films end with the message âWord badlega to Kahani badlegiâ, emphasising the need for pens that donât falter.
âCello Geltech is launched in the Rs 10 gel pens price segment and is aimed at students in the age of 10-18 years. The product benefit of âNo SkipâŠNo Stopâ is aimed to perform during the studentsâ crucial moments of truth like exams or projects. The communication in this segment has been fairly basic focussing on merely product features, celebrity endorsements without differentiated benefits and generic quality claims. Through the Geltech campaign, we aim to deliver the message of dependable skip free writing using the medium of humour to break the clutter. The campaign shows situations when one word can change the whole story, and thereby change the nature of how you perform during exams,â said Rishabh Marathe, Group Product Manager, Bic.
Commenting on the campaign, Raghu Bhat, Founder Director, Scarecrow Communications, said, âIn a low loyalty category like ball pens, communication has multiple roles. Apart from conveying the proposition, it needs to build an affinity with the audience and lower the cost of media by creating conversations. Hence, these ads have an enduring brand idea and an unforgettable visual twist.â
âWhen we started working on ball pen insights, we learnt the biggest issue is -- due to irregular ink flow, sometimes, a part of the word gets left out. We used this category truth to tell some hilarious yet totally possible stories,â said Iraj Fraz, Executive Creative Director, Scarecrow Delhi.
Speaking on the challenges they faced when making the campaign, Mangesh Mulajkar, Senior Vice-President, Scarecrow Communications, said, âThe challenge was to build preference for Cello Geltech in the Rs 10 segment, where the consumer does not display any loyalty. And the task was even more difficult when most of the pens promise smooth writing in some form or other. Hence the current campaign attempts to translate the proposition of 'na ataknewala, na jhataknewala' pen that improves performance during exams' in an interesting and quirky manner.â
Client: Cello Bic
Agency: Scarecrow Communications
Clientâs team: Tanveer Khan, Rishabh Marathe, Disha Pandya
Creative Team: Raghu Bhat, Iraj Fraz Batla, Aurdhendhu Banerji
Account Management: Mangesh Mulajkar
Production house: Puppet Pictures
Director: Naren Multani
Producer: Hozefa Multani